What is worth more than £75bn a year, employs more than two million people, offers rich pickings for local communities – but is rarely at the top of most councils' agendas?

Look at the figures and it's hard to understand why sustainable tourism – tourism which balances economic growth with protecting the environment – is not a priority for most local authorities. In total, English councils spend £90m a year on supporting tourism, but many miss a trick when it comes to reaping the rewards on offer, from boosting local employment or improving the environment. Says Steve Barker, principal consultant at the Improvement and Development Agency: ‘It's a huge industry, and it's only going to get bigger with the Olympics coming to London in 2012. Local authorities can get a slice of that.