ONE of tourism's top accolades has been won by Lancaster City Council for their efforts promoting the district - described by judges as "a hidden gem."

The local authority beat off stiff competition to secure first place in the Tourism Marketing Award and were presented with a prize at a special ceremony last week.

Judges were impressed by the tourism department's promotion of festivals which pulled in day trippers and overnight guests to the area.

"City, coast and countryside is the slogan for the North West - it is also how Lancaster sums up its best assets and this slogan has proven to be an excellent marketing tool for promoting the district," said North West Tourist Board Chairman, Anthony Goldstone.

"In a very competitive field LCC tourism has enjoyed great success on limited budgets and executed quality and quirky events which have gained national media coverage. Due to the hard work and enthusiasm of a small team of people, Lancaster is now acknowledged as one of the UK's hidden gems."

Over the past 14 years Lancaster's tourism programme has built up an impressive series of festivals and events which includes Lancaster Easter Maritime Festival, Georgian Festival Fair and National Sedan Chair Carrying Championships, a Jacobite Day, Lancaster Fireworks Spectacular and a programme of guided walks, tours and Heritage open days.

Accepting the award on behalf of the city council was a delighted David Wright, senior tourism development officer, who paid tribute to the tremendous work put in by everyone who made the district's tourism events such a success.

The tourism service will now go forward to the national competition with the chance of winning a "Tourism Oscar."