Norfolk's £3bn tourism industry is to get an annual boost of more than £100,000 a year in the hope this will inject millions of pounds more into the county.
County Hall agreed to the increased spend as part of hopes to become part of a new initiative that could unlock more Westminster cash which the county cannot currently bid for.
But critics have argued the county needs a more coherent and sustainable strategy to keep bringing visitors to the region.
READ MORE: New drive to add millions (and new jobs) to Norfolk's £3bn tourism industry
Conservative-controlled County Hall agreed to increase the annual budget of Visit East of England from £10,000 to £110,000 per year in order to make a bid to become an accredited Local Visitor Economy Partnership with Suffolk, allowing it to bid for more government cash than is currently possible.
Pete Waters, executive director of Vist East of England, said: "I’d like to thank Norfolk County Council for this investment in tourism services. This will ultimately benefit and support our local destinations and businesses, the stars in our tourism firmament.
"Being in the new national framework of LVEPs being set up by VisitEngland will give us opportunities to bid for additional funding and business support that will ultimately help drive our visitor economy and grow employment in the sector."
It is hoped the new initiative could create 9,700 further jobs connected to tourism and help make Norfolk one of the top destinations in the country for visitors.
READ MORE: How Norfolk and Suffolk sites are bringing back visitors
READ MORE: Norfolk eco-tourism takes off as Wild Isles sparks desire to reconnect with nature
But Steve Morphew, leader of the opposition Labour group, believes Norfolk's tourism strategy is too fragmented and a more coordinated approach is needed.
He said: "In principle, this is good news but there needs to be more joined-up thinking for the county's tourism industry which at the moment appears to be fragmented and not properly developed.
"There needs to be a coherent strategy so people will keep coming back and visit other parts of the county."
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here