Ilkley should be marketed as a place of genteel elegance and simple pleasures, say town leaders.

That was the message from business leaders, festival organisers and councillors who met to thrash out a new tourism strategy for the town and surrounding area.

The seminar was organised by the Ilkley and Wharfedale Tourism Partnership in response to calls for a major re-think about Ilkley’s unique selling points. Those involved in the tourism industry hope the new message will encourage visitors to stay longer and spend more money.

Tim Edwards, who runs Westwood Lodge Ilkley Moor self-catering cottages and is secretary of the tourism partnership, said visitors had been heading further into the Dales, forgetting that Ilkley had much to offer.

“What we are saying is that Ilkley has genteel elegance and is a place for simple pleasures,” he said.

“The sort of thing we can offer is that visitors can spend the morning taking a genteel stroll on Ilkley Moor, enjoy afternoon tea at Betty’s and then go to the theatre in the evening.”