UP TO £300,000 is to be spent hiring a PR firm to help promote Staffordshire as a tourist destination.

Staffordshire County Council is looking for a marketing specialist to work with tourism body Destination Staffordshire.

Critics say the work could be done by the authority's own £842,000-per-year marketing and communications unit.

But the council hopes the move will boost the county's £1.6 billion tourism industry, which it says is responsible for more than 33,600 jobs.

It has revealed targets of attracting 21.7 million visitors to the county every year by 2014, an increase of 1.6 million.

The three-year PR contract will cost between £150,000 and £300,000.

Separate proposals will see the council sign a formal partnership with Destination Staffordshire, known as Enjoy Staffordshire.

The deal, which will cost the council £1 million over three years, will make the partnership formally accountable for delivering results.

WaterWorld owner Mo Chaudry, pictured, deputy chairman and ambassador of Destination Staffordshire, said: "Tourism in the county accounts for more than £1 billion in economic benefits and is responsible for more than 30,000 jobs.

"Destination Staffordshire has enabled a county-wide approach instead of the previous north and south divide. It's a flagship working together with the common goal of attracting visitors."

County councillor Ben Adams, cabinet member for economic growth, said: "It's very much an investment in a key area.

"In a lot of other places this is not being supported anymore because funding was coming through Regional Development Agencies which is not there anymore.

"We're trying to get more than our fair share of people who take holidays in England to come to Staffordshire.

"It's a wonderful place, why shouldn't they come to Staffordshire?"

The council has worked with Destination Staffordshire since 2006. It is funded through fees paid by businesses, grant funding and other public sector contributors, including Stoke-on-Trent City Council.

Tourism bosses say rising visitor numbers at attractions like Alton Towers and Trentham Gardens have boosted its tourism reputation.

Biddulph councillor Christina Jebb, leader of the opposition Liberal Democrats, criticised the spending in light of the authority's plans to impose new travel charges for college and sixth form students.

She said: "The council has promotional staff already working for them.

"They should be seeking their advice, not spending extra money when they're hitting poor families with children who want to further their education."

Tony Eagles, chairman of Knutton Residents' Association, raised concerns the cash will benefit the south of the county but not the north.

He added: "There's no doubt the money could be better spent and I think they should start looking at the north for a change."

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