Hartlepool is home to HMS Trincomalee
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A landmark in the north-east of England is changing its name as part of a move to attract more visitors.
Hartlepool's Historic Quay is transforming itself into Hartlepool's Maritime Experience.
The site, which already attracts tens of thousands of visitors a year, is also home to Britain's oldest warship afloat, HMS Trincomalee.
Recent research shows tourism is worth more than �30m a year to the town and provides jobs for 3,000 local people.
Leo Gillen, who chairs the Hartlepool Economic Forum, said: "Tourism now forms such an important part of the local economy, but we must continue to look at ways of attracting visitors to our town whether it's to visit a restaurant, a tourist attraction, leisure purposes or to stay a bit longer.
Harbour revamp
"Through the Economic Forum we have representatives from business, tourism, local media and the public sector all working together to promote the best interests of the town.
"We must not be afraid to boast about what we have to offer in terms of tourism because our achievements in recent years are the envy of many towns and cities."
Other recent initiatives to boost tourism in the town include a new eating out guide showcasing the town's culinary delights, a new mini-guide, visitor guide and a single ticketing policy for HMS Trincomalee.
Work is also due to start soon on a �500m redevelopment of the town's Victoria Harbour and docks.
It is hoped the project will bring about 5,000 jobs over the next decade.