A HIDDEN gem could soon be developed to become the tourism mecca of the region.

While most people in the North-East and North Yorkshire head to the North York Moors, the Dales, Durham or Whitby for a day out, plans are afoot to develop rural east Cleveland as a top tourism destination to rival the classic favourites.

The area, which nestles between industrial Teesside and the North York Moors, has rolling countryside, quaint villages and a pretty coastline - but also suffers from extreme deprivation.

More people are employed in tourism than in any other job market in east Cleveland but the area loses out because it is underdeveloped and not marketed properly.

The Tees Valley Rural Community Council held a seminar in Saltburn earlier this week to bring interested parties together to look at ways of developing tourism, generating money and improving the prosperity of the area.

The event attracted more than 70 people with ideas of ways to develop their area, along with representatives from Redcar and Cleveland Borough Council, Business Link and Northumbria Tourist Board.

Tricia Brady, from the Tees Valley Rural Community Council, said: "Most people did think that tourism should be developed carefully, but what came out more than anything was just how proud people are of east Cleveland."

Ideas include golfing weekends and bird-watching trips as well as developing public transport links.

A report will go to the borough council, the Countryside Agency and the Government Office North-East on how the ideas can be turned into reality and coordinated.

Soon it could mean that people head to Skinningrove rather than Scarborough for a day at the seaside, Brotton rather than Bedale for a day in the country, and Dunsdale rather than Durham