Tourism industry leaders must act now to help shape the new marketing agenda for England, says cultural secretary, Tessa Jowell.

Jowell says the government was looking to industry to take the lead in defining how the new national tourism body will promote England, by working with the public sector and government.

Speaking at the Hartwell Three Tourism Seminar in London, Jowell said: 'We want the industry to play its full part in helping to direct the use of public funds. If just a few per cent of the industry's current marketing spend was redirected to support joint programme, we could see a vast improvement in productivity and profitability.'