The Government is expected to announce a package of aid to help market the UK's rural tourism industry in the wake of the recent flooding and the foot-and-mouth outbreak.
Following the floods which hit the north of England as well as the south west and the Midlands, Culture Secretary James Purnell is planning to meet tourism chiefs from around the country for an update and reveal details of the marketing boost.
The new funding is designed to make sure people planning their summer holidays in the UK are not put off by the weather or movement restrictions imposed after the Surrey foot-and-mouth outbreak, according to the Department for Culture, Media and Sport.
Christopher Rodrigues, chairman of Visit Britain, is also due to visit affected businesses in Tewkesbury, Gloucester and Cheltenham. He will also meet Regional Development Agency representatives and South West Tourism bosses.
By Daniel Thomas