WORKING together to promote the area to visitors is paying off for rural businesses in Herefordshire's glorious Mortimer Country.

The lush landscape now aglow with bluebells, cowslips and early purple orchids is the envy of many other areas. And, at last, the tourists are beginning to discover its unspoiled charms.

Bookings are better and brisker. One holiday lets owner says her accommodation is fully booked until September. Others are encouraged by inquiries from around the country. Shops, pubs, restaurants, crafts and other enterprises could all benefit from a bumper season.

Members of the Mortimer Country Consortium representing tourism-related businesses from Kingsland and Aymestrey to Leintwardine, Downton, Wigmore and Shobdon, gathered in an upbeat mood at Kingsland last week. They launched a new, improved leaflet providing a map and information on the area and the 44 businesses taking part in the initiative.

Chairwoman Cynthia Prior, who runs holiday cottages at Mocktree Barns near Leintwardine, said members were working together to promote sustainable tourism in the area - and that included personally recommending businesses in the scheme. The benefits of partnership were being felt after just two years, she said.

The area includes a long stretch of the Mortimer Trail walkers' route and historic sites such as Croft and Wigmore castles. But many tourists are attracted for its peaceful, quiet and 'off the beaten track' qualities. Visitors who discover and love the tranquillity of Mortimer Country keep coming back, said Cynthia.

l The Mortimer Country brochure will be available at tourist information centres.