Councils across Gloucestershire have been urged to unite in the fight to save hospitality jobs across the county.

The call comes from Ian Mean, Gloucestershire director for Business West, who fears many firms in the hospitality sector will not survive or be forced to lay off furloughed workers without help.

He said: "Restaurants, pubs and hotels have suffered so much worry and misery through lack of business during the coronavirus pandemic.

"We simply have to do all we can to try and save a lot of these businesses and the thousands of people who work in them.

"I would make a plea to all our district councils to come together with one voice and decide that we must do all we can to help this vital part of Gloucestershire's business and DNA."

He has called on Leadership Gloucester, the body made up of council chief executives and chairs, to fund a marketing campaign developed by Visit Gloucestershire.

He said: "In essence, the message of the campaign will be Welcome Back to Gloucestershire.

"It is aimed at getting those people back who love our county - particularly at a time when staycations are on the agenda of many people.

"Tourism in Gloucestershire has never really been joined up properly with the different councils employing officers doing their own geographic things."

He continued: "They must now all come together with one cause—to save this vital part of our business life - and at the same time show the country, and the world, what a great place Gloucestershire is to savour and enjoy."