Eastleigh has shaken off its unfashionable tag to become a tourism hot spot.

Last year it was revealed that tourism was worth more than £77m to the borough.

And special events by Hamble Valley Tourism - the initiative set up by Eastleigh Council to drive forward new tourism opportunities - are continuing to pay dividends.

A report which has been considered by councillors shows that thousands of visitors have been pouring in to sample Eastleigh's attractions.

The Food Festival tickled the taste buds of 18,000 visitors, the Heritage Festival attracted 4,616 visitors, and there were 3,060 visitors to the Cobbett Festival.

And the new River Bus initiative, launched last year to give tourists a chance to explore the River Hamble, has also been a huge success - so much so, the service will be extended this year.

The Eastleigh Summer Music Festival, which was recently staged at Fleming Park, is also helping to give a big boost to the borough's tourism figures.

Music fans from across Europe poured into the town for the high-profile festival which starred Pop Idol Will Young, Dionne Warwick, and former Rolling Stone Bill Wyman.

Travel writers have also been flocking to the borough to find out what makes Eastleigh tick. A press invite went out to promote the Hamble Valley Food and Drink Festival and short breaks.

It led to many column inches being devoted to the borough's tourist appeal. During 2003 there were a total of 132 press articles - an increase of 83.9 per cent on the previous year.

EASLEIGH'S TOURISM STRATEGY:

Tourist chiefs have drawn up a strategy to keep Eastleigh firmly on the holiday map. The six point plan is:

Continue to improve accessibility both to the borough and within the borough.

Encourage the expansion of hotel places to satisfy the demands of business tourism.

Encourage the expansion of the range and type of accommodation available within the borough.

To promote the expansion of cultural breaks.

Use new technology to improve the provision of tourist information.

Expand and promote the range of quality places to visit within the borough.