THE county's tourism organisation has joined forces with Herefordshire and Worcestershire Chamber of Commerce in a bid to secure its future.

Visit Herefordshire said the new arrangement will provide a "sustainable and financial future", and will provide expertise and support in marketing Herefordshire as a destination.

It is anticipated that the alliance with the chamber – which also currently operates the Destination Management Organisation for Worcestershire – will formally take place in May when Visit Herefordshire will vacate its premises in King Street and move to Hereford Town Hall.

Negotiations are ongoing with Herefordshire Council regarding a possible location for the Tourist Information Centre.

The news comes after Herefordshire Council announced in February that no further funding would be available for the organisation from April 2016.

With tourism bringing more than £466 million into the county’s economy and attracting more than five million visitors annually, the Visit Herefordshire Board conducted a strategic review on the way ahead.

It identified resources needed to enable Herefordshire to compete successfully against other destinations and looked at best practice, alternative business models, the need for investment to improve services and the range of products on offer.

Alan Curless, chairman of Visit Herefordshire, said: "Funding challenges nationally are set to continue for Destination Management Organisations and tourism development.

"The investment required in Herefordshire is beyond our reach. A Herefordshire Destination Management Plan is essential giving future direction, with additional investment for value and volume research alongside website development, investment into new app technology as well as renewal of exhibition and event materials.

"To enable us to develop we need investment and are therefore looking to integrate strategically with a partner organisation."

Herefordshire and Worcestershire Chamber of Commerce said it was delighted have been selected to manage Visit Herefordshire Ltd.

Mike Ashton, the group's chief executive, said: "We have had great experience over the last four years managing Visit Worcestershire and are eager to bring that knowledge to Herefordshire to further the offering for visitors to the county.

"Herefordshire has great potential and we are looking forward to working with local businesses to harness that potential and develop tourism in the county.”