IT IS NOT ONLY the community of Ilfracombe that is excited by the news that it is finally to host a ferry link to Welsh neighbours across the Bristol Channel.

The wider community of North Devon and the entire South West, is beginning to wake up to the huge potential this link could have on business and tourism.

It could see hundreds of visitors flood into the seaside town every week, and while Ilfracombe is keen to keep them in the vicinity long enough to reap the benefits, every other related business and tourist provider will be just as keen to get in on the action.

Chairman Chris Marrow said: "Severn Link will be marketing the service heavily to national and international markets to raise the profile of the service, the local areas and the attractions and facilities.

"We hope to create heightened awareness of the benefits of visiting the coastal areas on both sides of the Bristol Channel. This in turn is fully expected by all parties to contribute positively to local economies by driving visitor numbers to the region."

Malcolm Bell, director of South West Tourism, said: "I was quite surprised when I recently looked at source visitors to the South West, to find that only 4% come from Wales, compared to 12% from the Midlands and 18% from London and the South East — so there is definitely an untapped market there.

"At the moment, people have to travel east before coming west again, negotiating that awkward dog-leg. It's almost a psychological barrier.

"But when you look at the product of North Devon, Exmoor and the beautiful beaches, there's so much potential.

"Initially I think the benefits will be for North Devon and perhaps, as visitors explore the area, they may want to hire a car and go further afield."

There are fears in the immediate community that Ilfracombe could simply become a landing station, with visitors funnelled out of town too quickly.

But Sally Nelson from the Joint Delivery Team (JDT) at North Devon+ said: "Ilfracombe is going to be very much in the public eye over the coming months and we will be using this time to promote the exciting development opportunities within the town.

"The direct all-year round link with South Wales will mean a lot more visitors and we will be improving areas of public realm and signage from the harbour to make sure that visitors explore all the attractions that Ilfracombe has to offer.

"The JDT is working with both Devon county and district transportation colleagues to ensure that the onward journey for passengers on the ferry is as easy as possible but also to give visitors the opportunity to spend time in the town.

"Even travellers on package trips to other North Devon attractions will spend an hour or so in Ilfracombe before catching their coach or the return ferry."

Mr Bell added: "I understand the concerns in Ilfracombe and it's a worry, but one that can become an opportunity, with events and festivals to tempt people to remain in the town. Sometimes, existing events that we don't regard as attractions, like Farmers Markets, will do a lot to encourage visitors to stay."

Brian Morgan, a non-executive director for Severn Link, is Professor of Entrepreneurship at Cardiff University.

He said: "A key element will be the potential to generate growth in 'all-year' tourism. North Devon needs to become an important destination for both domestic and international visitors.

"With the new ferry service this goal will become more attainable. The combination of heritage and leisure attractions in a high quality environment, linked to improved transport links could prove a powerful combination.

"There is already an upward trend in tourism expenditure, driven by the increasing importance of leisure activities in the global economy."