TV CHEF Jamie Oliver will be the face of Essex's 2013 visitor guide.
The Essex-born cook writes an introduction in the new guide which has just been published by Visit Essex, the county's so-called 'destination management organisation'.
The annual book is one of the key marketing tools used to help drive tourism to the county.
So far, 40,000 printed copies have been produced, copies which will shortly be distributed to various outlets across Essex and national Tourist Information Centres.
An additional 15,000 guides are expected to be downloaded from www.visitessex.com
Mr Oliver said: "From colourful new towns that were rebuilt after the war, to old quaint chocolate-box villages, Essex is incredibly diverse."
Meanwhile, George Kieffer, the chairman of Visit Essex, said: "It is fantastic that Jamie Oliver wants to be associated with the great tourism, leisure, heritage and countryside and maritime assets that Essex offers its visitors and to support the work we are doing in promoting Essex to the many million visitors that come to our area as well as those that may never have thought of visiting Essex."
During 2011, more than 41 million people visited Essex, contributing almost £3 billion to the county's economy.
Over the following year, Visit Essex will be working with local authorities and tourist attractions to promote Essex as a quality destination.
Part of this will involve encouraging tourism attractions to sign up to the Visitor Attraction Quality Assurance Scheme (VAQAS).
Mr Kieffer said: "VAQAS is not only a badge of quality, but a vital management tool providing an independent check for owners and operators and by improving customer experience help return visits and increase visitors.
"We encourage tourism organisations to become assessed and join the 43 attractions in Essex currently signed up to the schemes."
Essex county councillor Kevin Bentley, cabinet member for economic growth, added: "We hope to see an increase in visitor numbers to Essex."
