TO an outsider's eyes, it must look like the lost city of Atlantis has been found north of Leeds. The national media, eager to break another disaster story, have been carrying images that make York appear marooned to all except yachtswoman Ellen MacArthur.

The real situation is nothing like that, of course. York residents are barely moved to comment on the fact that the Staiths are under water, a regular feature of winter.

But the gulf between perception and reality is a serious one. Tourism business is being washed away by the steady flow of flood stories.

Tourist chiefs are understandably worried. What we might call the 'real' floods, last November, rocked the tourist sector. It was just beginning to recover when the Ouse rose high enough to trigger a return of the outside broadcast vans.

York united to combat the chaos caused last November. It must do so again to counter the new threat.

Last time, city leaders put together an impressive and effective promotion campaign. The York's Here! television advertisements announced that the city was back in business for Christmas.

A competition to win a weekend in York was carried in the Evening Press's sister newspapers up and down the country. It attracted thousands of entries.

Shopkeepers organised a discount day, with ten per cent off everything, promoted through the Evening Press.

We need similar imaginative initiatives to avert another crisis. Perhaps the tourist sector could turn adversity into advantage by launching official flood tours of York.

The whole world was gripped by the city's fight against the elements. That is why the national press is so eager for more flood stories. People are fascinated by natural disasters. Already York residents have been asked to show friends around the worst hit areas. An official flood tour would tap into that interest.

This is only one idea. More are needed to ensure that the York's tourist trade is not devastated by a spell of wet weather.

Updated: 12:23 Monday, February 12, 2001