County contemplates makeover

Groups hope to emphasise the county's environment

Plans are under way to give Devon an "image makeover" in a bid to attract more visitors and cutting-edge businesses.

One key question is whether the county can create an iconic symbol to match the appeal of Cornwall's Eden Project.

The idea that Devon may be too locked into its established traditional image has been put forward by community leaders, including the Bishop of Exeter and the Lord Lieutenant.

Business representatives are rallying round the idea and an informal consortium of senior figures has agreed the next step is to find a person with drive and vision who might take charge of such a project.

Those involved hope the new image would include something which builds on the county's reputation for being a beautiful environment which would attract new visitors and might spin off new businesses.

BBC South West Business Correspondent Neil Gallacher said: "Devon's most obvious cutting-edge business success of recent years has been attracting the headquarters of the Met Office to Exeter.

"But community and business leaders think that the county can do more to take its appeal upmarket in the same way that Cornwall has done."