VISITKENT, the new brand for the county's tourism campaign, is to be officially unveiled at a business show in April, it can be revealed.

Kent Tourism Alliance (KTA), the public-private partership that funds and promotes the county as a great place to visit, will be covered by the new name, which will be launched at the Kent 2020 Vision expo on April 3.

KTA chairman Amanda Cottrell said tourism contributed £2billion to the Kent economy - around eight per cent - and employed around 52,000 people.

It was important to blend the county's tourism efforts into those of VisitBritain. "VisitKent recognises that we're part of VisitBritain, we're part of the same family," she said.

A website has the same name and changing KTA to VisitKent was thought to be more consumer-friendly.