Sheffield Tourism steering group has appointed a new chair, Steve Brailey.

Brailey is chief executive of Sheffield International Venues and claims to have bold ideas about how Sheffield can be marketed to encourage more visitors to stay each year.

He believes that the challenge is to push the importance of tourism to agencies and organisations across the city.

“Many people don’t recognise the benefits of tourism and, over the years, our case has not been presented as loudly or as proudly as we now need to," he said.

“We are already attracting a huge number of business visitors but we need to encourage them to come back in their leisure time and stay longer. We need to act as the ‘voice of tourism’ in the city and confirm the definition of a tourist. We really mean visitors and not tourist.”

Sheffield Tourism also includes representatives from Sheffield Theatres, Holiday Inn Sheffield, Sheffield Hallam University and Sheffield City Council. Details: www.sheffield.gov.uk