THREE new schemes have been launched to boost tourism in Otley.

A new tourism brand, a new visitor guide for 2017 and new websites for Visit Otley and Otley Town Council have all been unveiled.

The initiatives are part of a wider, three year Tourism Strategy that is backed by the council, Otley BID, Otley Town Partnership and Otley Chamber of Trade and Commerce.

The new tourism branding, developed by Menston-based communications firm All About the Story, focuses on three of the town's most iconic sights - the Jubilee Clock, the Chevin and the River Wharfe.

It is also based around the theme of 'make a day of it' which, by highlighting Otley's varied attractions, aims to encourage more visitors to stay for longer.

Councillor Paul Carter (Lib Dem, West Chevin), Chair of the town council's Trade and Tourism committee, said: "Tourism growth is part of a long-term strategy to help both regenerate the town and create more jobs.

"To attract more visitors we wanted a strong identity that reflected the ethos of the town, looked both fresh and modern, and recognised Otley’s long history and heritage.

"The new design and colour schemes will be rolled out across all our communication platforms."

The new Visit Otley and town council websites, along with the existing Otley BID site, are now linked by a common 'landing page' - Discover Otley.

The Visit Otley site features a number of photographs - and some films - of the town focusing on four areas: The Great Outdoors, Fabulous Shopping, History and Heritage and Family Fun.

Lawrence Ross of Otley Town Partnership said: "It was important to reflect the new branding and offer visitors a modern browsing experience.

"The design is now more responsive to different screen sizes, including smartphones and tablets and the use of video is an exciting new addition for us, with more films to follow.

"We urge organisers within Otley to continue to supply us with their events to allow us to promote them through our channels."

The refreshed council website has been given a cleaner design and simplified navigation system while also featuring homepage links to topics like Otley Neighbourhood Plan and councillor contacts.

Otley's 16-page 2017 visitor guide, meanwhile, is being printed for distribution this month and lists the town's essential sights and features.

Chair of Otley BID Steph Lee said: “The growth of tourism is an important factor that can help improve the overall trading environment for Otley businesses.

"And increasing visitor numbers will have a positive effect on the economy beyond those businesses that have a visitor offering."