PLANS to breathe new life into east Cleveland and attract more tourists to the area will be discussed next week.

A strategy has been drawn-up to help boost visitor numbers and create further economic benefit for the area.

The plans have been revealed following the announcement that Redcar and Cleveland Borough Council is dropping associations with the Northumbria Tourist board and joining forces with the Yorkshire Tourist Board from April.

It is hoped the action plan will help the council to access external funding from organisations such as One NorthEast.

Cultural development officer for the council Malcolm Armstrong said: "This is a very exciting time for us.

"We certainly see the move to Yorkshire as a positive step forward. Our gut feeling is that the difficulties we have because of our geographical placing will be eased by marketing through Yorkshire.

"The tourism strategy recognises that we have a superb natural resource in the beach and the North Yorkshire Moors, but recognises that we still have significant work to do in improving tourism in the area so that people aren't disappointed when they get here.

"The improvements will include working in closer partnership with local businesses."

During 2002, it was estimated that 1,725,000 people visited the borough and spent more than £54m.

The tourism industry in east Cleveland supports 1,355 jobs, both directly and indirectly, and it is hoped that the implementation of the strategy will help to instil confidence in tourism-related businesses and create further employment.

The action plan will attempt to improve and increase the number of attractions and the accommodation available, which is provided by about 100 establishments.

Parts of the coastline will be made more accessible, such as The Stray, between Redcar and Marske, where there are plans to put beach lifeguards and improve car park and toilet facilities.

Another plan is to promote the area to visitors with specific interests, such as fishing, walking and bird watching.

Cabinet members will meet on Tuesday to decide whether to recommend to the full council that the new strategy should be approved.