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

While most people in the North-East and North Yorkshire think to 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 new 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.

And bizzarely, 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.

But 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 - and generating money and improving the prosperity for the deprived area.

The event attracted more than 70 people brimming 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. They said how beautiful it is and how sorry they are that it is getting run down, there is litter and anti social behaviour problems and that was putting people off coming."

Ideas bandied around at the seminar included developing golfing weekends, overnight stays, bird watching trips as well as developing public transport links, improving car parking facilities and ensuring there are better disabled facilities.

A report will now go to the borough council, the Countryside Agency and gone (Government Office North East) on how the ideas can be turned into reality and co-ordinated effectively.

And soon it could mean that people are heading 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.