Norfolk's £3bn tourism industry faces a major boost through a new drive which could inject millions of pounds into the county.
Council leaders say a new initiative could unlock pots of Westminster cash which the county is currently not able to bid for - helping create jobs.
They say securing more tourism money could help with wider campaigns to promote attractions, accommodation and restaurants - which would be a shot in the arm for the local economy.
Norfolk's tourism industry is worth £3bn, employing 70,000 people at peak season, including in coastal areas like North Norfolk and Great Yarmouth.
Fabian Eagle, Norfolk County Council's cabinet member for economic growth, said: "Tourism is one of Norfolk’s largest economic sectors and makes up close to 20pc of all jobs in the county – many of them in the most deprived coastal areas.
"We have a wealth of tourist attractions – from Norwich to our market towns, from our coastline to our country houses and museums and from our wildlife reserves to our farm parks.
"We want to boost this further and make Norfolk an all-year, sustainable holiday destination."
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The council is next week set to agree to increase how much it invests into the work done by Visit East of England to pull in visitors to the region.
Changes in the criteria the government and tourist board Visit England use to award money to boost tourism means a new partnership needs to be created so the maximum amount of cash can be obtained.
Visit East of England wants to form a local visitor economy partnership (LVEP) for Norfolk and Suffolk, which will allow it to bid for government cash which is currently off-limits.
Norfolk is one of the few remaining areas in England without an LVEP, while Cornwall, Yorkshire, London and the Peak District have obtained this status.
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Norfolk County Council officers, in a report which will go before the authority's Conservative-controlled cabinet on Monday (September 4) warned the county could miss out on money if it did not become an LVEP.
Officers said: "Norfolk currently trails other significant visitor destinations who have already established LVEPs, despite having a larger size and value visitor economy.
"If Norfolk does not have an LVEP, it will lose its place at the 'national table' for the visitor economy within the national framework, and access to future funding streams and the opportunity to apply to Visit England for funding to create effective marketing campaigns for domestic and international audiences.
"The tourism sector is expected to grow by 3.8pc through to 2025, faster than the UK economy.
"It is important that Norfolk is able to benefit from this growth, strategically ensuring that the county has the visitor economy jobs and investment needed to compete effectively on the national stage."
County Hall officers said if the visitor economy grows at the same level as it has over the past decade - and with the help of government funding - that would create 9,700 further jobs connected to tourism.
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With figures like that at stake, the county council is set to increase what it contributes to Visit East of England from £10,000 to £110,000 per year.
Mr Eagle said: "By investing this money, we will support and influence a powerful partnership, concentrating our collective efforts and making more impact."
That money will create new jobs within Visit East of England, which will enable it to meet the necessary criteria to benefit from the new funding framework.
Steve Morphew, leader of the opposition Labour group at County Hall, said: "We have three world-beating offers in Norfolk - our coast, our countryside and our city.
"We need to make sure there's a proper strategy for tourists who come to enjoy all three."
A spokesman for Visit East of England said they could not comment before the cabinet meeting.
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