This private/public partnership has been responsible for promoting the tourist destinations of Stratford-upon-Avon, Royal Leamington Spa, Warwick, Kenilworth and the surrounding villages since 1997, and was funded by Stratford-on-Avon District Council (SDC) and Warwick District Council (WDC), as well as by key local attractions.

But tourism was hit hard by flooding in 2007 and then by the global recession, and whilst WDC had committed funding until 31 March 2011, SDC have not renewed their contract. Shakespeare Country has therefore ceased trading, resulting in the closure of the Stratford-upon-Avon and Leamington Spa Tourist Information Centres and the loss of 17 jobs.

So where do visitors now go for information? According to Tony Merrygold, former Vice Chair of the Board of Shakespeare Country, a temporary TIC has been set up by Stratford District Council in the Leisure Centre with a couple of tables, a small display and carousel of brochures.

‘But visitors can’t buy tickets to attractions or book accommodation, and the Leisure Centre is at the wrong end of town,’ he says. ‘They can talk to one of the Town Hosts – two yellow-jacketed staff who walk the streets – but only, of course, if they can find one. And there is nowhere to go for information in Leamington. Fortunately Warwick TIC is run by Warwick Town Council and remains open.’

If we are going to play this Olympic game properly, we badly need to attract visitors beyond London. At the moment, tourism is the responsibility of the Minister for Culture so as the election approaches, perhaps we should all pledge our support to any party willing to appoint a pro-active Minister for Tourism.