THE Prime Minister is leading a drive to bring tourists back to the flood-ravaged north of England.

David Cameron promised a major £1m PR campaign to promote attractions that are struggling in the wake of the devastating deluge that hit the region over the festive period.

Although most remain open, some have reported bookings down by as much as 60 per cent while the hardest-hit, such as York’s famous Jorvik Viking Centre remain closed as the clean-up continues.

The Government’s advertising push from February 9 will target half-term and Easter breaks and "showcase the world-leading attractions and stunning countryside Yorkshire, Northumberland, Cumbria and Lancashire have to offer,” according to the Department for Culture, Media and Sport.

It will target audiences in London and the South East, using London Underground posters, national press, social media and radio as well as "key markets" in Scotland and the North.

"From York Minster to Honister Mine, Carlisle Castle to the Leeds Armories, the North has some of the most iconic tourist attractions the UK has to offer,” said Mr Cameron.

"So it is absolutely right that we do everything we can to make sure these businesses feel supported and ready to receive visitors.”

A spokesman for tourism agency Make it York described the news as “fantastic” and added: “We are working very closely with Visit England, government, key partners in Yorkshire and with other destinations affected by the recent flooding to make sure we are able to re-double our marketing.

“This is an especially crucial time for planning short breaks and holidays.”

However despite the Government’s support for tourism the majority of people are critical of the its handling of the floods this winter and want ministers to do more to prevent future flooding.

Almost two-thirds thought the Government had handled the flooding very or fairly badly - including two-fifths of Conservative voters quizzed in a poll for Greenpeace.

Nearly three-quarters wanted ministers to do more to prevent future flooding in at-risk areas, the survey by YouGov revealed.

And 61% of the 1,694 people quizzed said the Government was not spending enough on flood defences in Britain, agreeing more should be spent, even if it means less cash for other areas.

The findings were released as campaigners set about installing an artwork outside Parliament featuring 500 pairs of wellies each with a message from those affected by the flooding.

Among those featured is Monica Gripaios whose village of Hovingham, near Helmsley, was hit by floods over Christmas.

"What we saw was really scary - many roads were under water, the fields looked like enormous lakes, and the stream by our house was a raging torrent,” she said.

"It's clear that with climate change this problem is just going to get worse. Our politicians need to start taking this seriously."