THE NEW tourist 'brand name' for the Ilkley area has attracted attention from businesses and tourism bosses at its official launch.

The Baht 'At Country Tourism Partnership was launched with a mad hatters tea party-themed meeting at the Craiglands Hotel, Cowpasture Road, on Monday.

The light-hearted discussions saw those attending encouraged to wear a hat - unlike the character in Yorkshire's best-known anthem, On Ilkley Moor Baht 'At.

The guests also managed a chorus of the famous song, which was broadcast on Radio Leeds this week.

The event saw not only potential new partners discuss local tourist initiatives - but also attracted an airline and a London-based tourism organisation. Around 25 people attended the meeting.

Baht 'At chairman, Tim Edwards, owner of Ilkley self-catering accommodation Westwood Lodge, said: "It went brilliantly.

"We had not only existing local members, put we had new potential members, plus councillors and regional tourism representatives."

It is hoped that Baht 'At Country will be able to do for Ilkley what the Bronte Country label has for the Haworth Area.

Mr Edwards says the tourism drive is not simply aimed at Ilkley, however. Partners also want it to benefit the wider area of Wharfedale, including Burley-in-Wharfedale and Adding-ham.

Representatives of budget airline Jet2 came to the meeting, amid suggestions that overseas visitors coming to the area want accommodation within easy reach of the airport.

Jet2 operates many passengers flights from the Leeds-Bradford International Airport, and it has been suggested that visitors from the Netherlands, and British ex-pats visiting the UK as a break may find it convenient to find accommodation with half an hour's travel of the airport.

"There's a greater potential market there," said Mr Edwards.

And he says the London-based Visit Britain organisation was also represented at the meeting.

The next step will come as the partnership begins the publicity drive it hopes will recapture the niche tourist market needed to help local businesses.

This will be done with the help of tourism offices and the Visit Britain organisation.

Bradford Council has offered match funding to the partnership - for each partner who subscribes to the scheme, the council will provide cash to match the subscription fee.

The partnership has tourism posters featuring scenic views including Ilkley Moor and Middleton Woods in spring. It also launched its website aimed specifically at people hoping to visit the Ilkley area, showing views of the area, facilities and attractions. The tourism website can be found at www.bahtatcountry.co.uk.