KENT and Medway aim to halt the decline in tourism by forming a partnership of councils and firms.

Kent Tourism Alliance hopes to revive tourism's flagging fortunes in the wake of September 11 and foot and mouth disease. Members also want to plug a gap in promotional activity caused by uncertainty over the future of regional tourist boards.

The Southern and South East Tourist Boards may be merged to create a super board covering the South East England Development Agency region.

Local tourism chiefs claim privately that the turmoil has blurred the county's message. The new alliance links Medway council with Kent County Council, local district councils, Eurotunnel, Leeds Castle, Canterbury Cathedral and the Hop Farm at Beltring.

A KCC source said: "We're prepared to get off our backsides and do something. If we don't punch our weight, we will lose badly."

KTA hopes to raise £2 million a year for marketing and £800,000 has been pledged so far. Alex King, KCC's Cabinent Member for Regeneration and Economic Development, said: "Tourism is a vital industry, contributing £1.2 billion a year to the Kent economy and supporting 40,000 jobs.

"More than 20 million visitors stay overnight in Kent each year. By combining budgets the new alliance will be able to make a much bigger impact throughout the year which will attract people to stay over in Kent and discover the county's treasures."

KTA's first board meeting is being held this month under the chairmanship of Eurotunnel chief Bill Dix.