MORE than 1,000 jobs could be created and rail and road links improved if plans for bringing more tourists to Wiltshire are put in place.

A new report commissioned by visit Wiltshire outlines how the county needs to develop a stronger identity and improve transport if it is to maximise its potential as a tourist hot spot.

The report says that visitors must be encouraged to stay longer and come to the county more often. To do this it needs to build more visitor attractions and make more of the area's significant heritage such as Avebury and Stonehenge.

The report says: "To compete effectively Wiltshire and Swindon needs to provide reasons for visitors to select this county over other destinations. Festivals, events, food and drink experiences and shopping all provide opportunities."

The Wiltshire and Swindon destination management and development plan, which covers the period 2015 to 2020, also says: "A stronger identity for Wiltshire as a destination - the image and reputation of Wiltshire are vital components in the destination’s competitive positioning. The way in which Wiltshire is perceived has an impact on its ability to attract investment and visitors."

It points to the fact that congestion on the county's main roads, limited rail access and poor connections between different areas of Wiltshire discourage visitors from stopping and exploring.

It says: "In particular there is a need to improve road and rail links between the north and the south of the county."

It also calls for improved partnerships between businesses and other organisations involved in tourism.

The report is also critical of some attractions and says more investment is needed. It says:"Wiltshire and Swindon has some excellent visitor attractions, accommodation, shops and places to visit but some towns and villages would benefit from investment to their presentation, some museums and attractions need to refresh their exhibitions and interpretation and some visitor accommodation looks jaded and in need of investment."

It also claims that more accommodation is vital as Wiltshire is full at certain times of the year. A significant number of the new jobs the report says could be created would come from a new hotel.

The report points out that tourism is big business and nationally is worth £106 billion a year and two million people are employed in the industry.

In Wiltshire and Swindon, the visitor economy is worth £1.4 billion and supports more than 28,000 jobs – around nine per cent of Wiltshire and Swindon’s employment.

To go with the report visit Wiltshire is also launching a new branding slogan of Wiltshire is timeless.

It says: "Timeless builds on a powerful truth about Wiltshire. No other place in England can make such a strong case. Timeless is about history and provenance – time and place, past present and future. Literally it’s time free, a place which calms, revives and is full of magic and wonder."