The Heart of England Tourist Board, which has helped to promote Shropshire as a top UK visitor destination for nearly 40 years, is to cease trading at the end of the current financial year.

The organisation, which markets short breaks, attractions and local producers, as well as running annual tourism awards, made the announcement “with regret” today.

It follows a decision by regional development agency Advantage West Midlands (AWM) not to renew the board’s contract to deliver tourism marketing and support activities across the region.

David Moyser, chief executive, said: “In December last year, AWM decided it was not going to renew its contract with Heart of England Tourist Board to deliver a range of regional tourism marketing and support activities.

“Since then, we have continued to offer the public and private sector a range of services, including research, training, membership and publications on a commercial basis.

“This decision has been made based on the current and predicted future uptake of the Heart of England Tourist Board offer by the tourism industry, and associated support from the public sector.”

He said the organisation would continue to complete its on-going projects this summer including delivering the 2007 Heart of England in Bloom campaign.

He added: “In relation to all other current activities, these are under review and we will be in touch with all those directly affected to explain what is happening.”

Sir William Lawrence, board chairman, said it had been a difficult decision for the board to make.