An organisation representing hotels and catering firms is aiming to become a powerful voice for the industry after adopting a new image and making changes at the top.

The renamed Lakeland Hospitality Association - formerly the English Lake District Hotels and Caterers Association - is planning to launch a marketing drive in a bid to attract more overseas visitors.

The organisation also wants to deliver improved services to its 200-strong membership across South Lakeland.

A northern division of the association - based around Keswick - will continue to operate separately, although they plan to create a joint promotional website later this year.

Windermere-based Bill Smith, who runs his own marketing and retail consultancy business, has been recruited as association chief executive, initially working for three days a week.

He will take charge of marketing and supporting business members, as well inspecting premises and carrying out treasury and secretarial duties.

His appointment followed the retirement of Bev Yates, who had been treasurer for 20 years.

Association chairman Jean Fry, who runs a guest house in Ambleside, is one of the main driving forces behind the revamp.

She told Business Gazette that the organisation needed to move with the times and start becoming more proactive.

Changes had been on the cards for some time, but the severe knock-on effects of the foot-and-mouth crisis had helped to concentrate members' minds, she added.

The new-look association plans to widen its brief by representing pubs and tourist attractions as well as hotels, guesthouses and restaurants.

It is also planning a marketing push, targeting the American and Canadian markets, and will be sending a representative on the Japanese/Lake District forum mission in October.

Mrs Fry said a major sponsor was also being sought for the association's annual hotel and catering exhibition, which will again be held at the Burnside Hotel, Bowness, following the success of this year's event.

Exhibition profits - a major source of income - are ploughed back into the association's marketing and other activities.

Mr Smith, who is also chairman of Ambleside Chamber of Trade, said the association needed to raise its public profile.

"We want to be the recognised voice of both large and small hotels for the area," he added.