A new group which includes representatives from the private and public sectors in Coventry and Warwickshire is to champion and coordinate tourism in the region.
The Visitor Economy Forum is being run by the Coventry, Solihull and Warwickshire Partnership - the organisation striving to encourage the growth and prosperity of the sub-region.
The aim of the forum is to create in Coventry and Warwickshire the best tourism industry in the West Midlands.
All local authorities in the Coventry and Warwickshire area have joined the group as well as attractions such as Warwick Castle, the Heritage Motor Centre, Plantasia and the Shakespeare Birthplace Trust.
Other members include Coventry University, the University of Warwick, CV One and the South Warwickshire Tourism.
Dr Brian Woods-Scawen, chairman of the Coventry, Solihull and Warwickshire Partnership, is heading the Visitor Economy Forum.
He said: "The idea is to work together to give a coherent and cohesive strategy rather than a collection of individual plans.
"There is a real opportunity with this group to add value to what is already going on at ground level.
"All of the partners of the Forum recognise the need to work together to provide a stronger voice for the tourism industry and to raise the profile of the visitor economy and its importance to the economy as a whole. Closer working on core issues such as skills and transport is also seen as necessary to influence relevant policies and organisations at national and regional level."
Issues discussed at the inaugural meeting of the Forum included opportunities for the region to benefit from the Olympic Games when they are held in London in 2012.
Dr Woods-Scawen told the meeting: "The competition to attract visitors is already an international marketplace and the Visitor Economy Forum is a chance to build on the success we have achieved already and even increase the share we currently enjoy."