Tourism group and Trent Bridge aim to cash in on Ashes

A TOURISM organisation has joined forces with Notts County Cricket Club to make sure maximum profits are generated from the Ashes Test this summer.

The clash between England and Australia, at Trent Bridge between July 10 and 14, is expected to bring in £20 million to the local economy.

Many hotels are already booked up for the five-day clash.

Now, Experience Nottinghamshire and national tourist agency Visit Britain have linked up with the club. The deal was announced yesterday as the first tickets were posted.

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The link means that every ticket-holder will get a flyer with local information and a link to a website where people can get more details of attractions like Wollaton Hall. Discounts on certain attractions will also be highlighted.

James Berresford, chief executive of Visit Britain, said: "This is a huge opportunity to raise the profile of Notts. The Ashes will bring a great deal of tourism to the area, whether from elsewhere in the UK or from the other side of the world."

Tickets for the first four days have all been sold, meaning a capacity crowd of 17,007 on each day. Only members' tickets remain for the last day.

The club estimates nearly 60 per cent of ticket-holders live outside Notts.

Experience Nottinghamshire says the average visitor for a day will spend £30, or £150 if they stay overnight.

Cricket club chief executive Lisa Pursehouse said: "Having the Ashes here is a big thing, not just for us as a club but for the county, and that is why we are delighted to work with Experience Nottinghamshire to make sure the benefits can be felt."