Nottingham cannot compete with the likes of York, Bath and Oxford in the heritage market and must cultivate niche markets to increase the tourism appeal to the city, according to the recently published tourism strategy.

The report was conducted by Locum Destination on behalf of Business Link Nottinghamshire, Nottinghamshire City Council, Nottinghamshire County Council and Profile Nottingham. It found that the legend of Robin Hood was not enough to bring in tourism and the city should promote itself as a modern, vibrant and cultural city to capitalise on the short breaks market.

Other suggestions include cultivating the business and conference market and developing sports tourism. Sporting facilities in the city include the National Ice Centre, National Watersports Centre and the world famous cricket ground at Trent Bridge.

The county's (as opposed to the city's) most potential brand is Sherwood Forest, but this is fragmented and not fulfilling its true potential. The report recommended a study into the feasibility of a new tourist attraction at Nottingham Castle. The Continuum Group is currently conducting the study, which is due to be completed by the end of March.

Other recommendations include more research to get a comprehensive picture of Nottinghamshire tourism and a computer-based 'destination management system' for Nottinghamshire.

The report finally called for more joined up thinking across public and private sectors for a more holistic view of tourism. Details: www.visitnottingham.com