Tourism in Dorchester could be given a boost by a new group to promote the town’s heritage and history.

A report due to go before town councillors says the tourism offering for the town is ‘understated.’

Town Clerk Adrian Stuart says more could be done to capitalise on the county town’s history and attract visitors away from the Jurassic Coast.

He says that the town council, working with partners, should develop a tourism strategy and action plan for Dorchester.

“Its tourism sector has traditionally been understated, but recent years have seen growth driven by the Brewery Square and Poundbury developments, with lottery/local government investment in key heritage assets,” said Mr Stuart in a report to the full council.

He says the development of a strategy should not be limited to just the town centre: “The town’s heritage and tourism offer naturally spills out of the town’s administrative boundaries to include immediately adjacent Maiden Castle, Hardy’s Cottage and Max Gate (both National Trust) and Kingston Maurward Gardens.”

He suggested that the project to develop the tourism offering could be run by a specialist company with a brief to get those with an interest together for a series of workshops, followed by developing ways of promoting the area.

Mr Stuart says the work would need to develop a distinct image for the town which could then be promoted.

His report highlights the number of historic attractions and museums in, or around, Dorchester together with cultural events such as music in the Borough Gardens, open-air theatre at Maumbury Rings and the late August Bank Holiday music events.

Future developments in Dorchester will include a revamped County Museum and Keep Military Museum and the possibility of a new arts and performance centre at The Maltings.

Town councillors are being asked to support the ideas and agree in principle to funding and organising the project.