The May Bank holidays and summer season are being met with confidence by the region's tourism industry, according to a recent survey commissioned by East Midlands Tourism, emda's tourism arm. The survey has revealed that a good Easter and strong visitor numbers early in the year, have generated a feeling of optimism among tourism businesses in the region.

The research revealed that 75% of the businesses polled over the Easter period, reported either an increase or the same number of visitors than last year, with attractions performing particularly well with over half reporting an increase in visitor numbers. Good weather, Easter falling later and British holidaymakers staying in the UK were all reasons cited as being contributing factors to an upturn in business over Easter.

Additionally, 29% of businesses interviewed expect to be taking on extra staff for the holiday season including waiting, kitchen and bar staff. 81% of respondents said they were confident or fairly confident about the holiday season. There were reports that the strong euro is stimulating overseas visits and for the same reason more British holidaymakers aren't travelling abroad this year. Additionally, lower budget holidays such as camping and caravanning are booming with some sites reporting they are already fully booked for the summer.

Although statistics indicate that leisure tourism looks promising, business travel to the region has dropped. Businesses whose income relies on corporate travellers have experienced a decline in the number of guests with some accommodation providers reporting up to a 50% decline. 20% of respondents have blamed a downturn in regional trade as a reason for being quieter.

Ruth Hyde, Tourism Director, emda commented:"We are encouraged by the research and delighted by the indications that the industry appears buoyant early in the year. We're also pleased to see that many businesses are focusing on adding value and raising quality levels to attract new custom, which is one of our priorities in transforming the region's visitor economy. We will not however, be resting on our laurels and recognise there is still work to be done, especially in supporting organisations who rely on custom from business travellers."

For full survey results visit www.eastmidlandstoursim.co.uk