HEREFORDSHIRE'S picturesque and peaceful countryside is its most precious asset - according to day-trippers from neighbouring Worcestershire.

They were among 1,830 visitors asked by the Heart of England Tourist Board what they liked about the county.

Two-thirds of those interviewed said it was the peace and scenery, enhanced by quaint local buildings and market towns.

Conserving these unique qualities, while at the same time developing the county's tourism potential, was a fine balancing act, said Lisette Davies, of Herefordshire Council, which commissioned the survey.

"We are extremely conscious that what the majority of visitors come for is rural tranquillity and this is incorporated within all our work, although there are occasional conflicts of interest. In the main, we are looking at small-scale, high-quality tourism development - we're not in the business of building large theme parks or anything like that," said Ms Davies, Herefordshire Tourism development officer.

She said visitors were encouraged to use public transport or to cycle, rather than to rely on cars.

While most day visitors turned out to be from Wales, the survey revealed that Herefordshire was a top choice for sightseers from the county's old foe across the Malverns, who made up 17 per cent of the total.

This compared with 11 per cent from Gloucestershire and 16 per cent from the West Midlands.

Three in ten, or 29 per cent, of all visitors were found to be day-trippers who spent an average of £14.26 a head. Domestic visitors staying overnight accounted for 41 per cent of the total. A further 19 per cent were domestic visitors touring in or through Herefordshire, five per cent were touring overseas visitors and six per cent were from abroad and staying overnight.

The latter category spent £49.34 a night each.

More than a third of people questioned were in the area for the first time, with 65 per cent being repeat visitors. Nearly all said they would visit Herefordshire again because there was plenty to do and it was a pleasant area.