Deciding which is 'the best' of anything often comes down to subjectivity, however I have to agree with the recent verdict from the US that Hadrian's Wall is England's top ancient monument.

What is most pleasing is that the particular journalist who made the pronouncement - Josh Roberts writing in USA Today - said he found the area and its accommodation "particularly welcoming".

Roberts spent time walking the Hadrian's Wall trail and met scores of people from countries worldwide, taking in a piece of Roman history.

People's perception of the area and the word of mouth this can generate is incredibly important for the future. This is something that intrigues me when I note the different language used by people living in the region and visitors from elsewhere.

Invariably, if change is taking place day by day right under your nose, you can struggle to see how great an impact it is having. Whereas, visitors from further afield get the full impact on arrival and are often staggered by the quality of visitor offer we have here in the North-East.

When you consider that 25% of all people coming to this region are business visitors you appreciate how important it is for all of us to make the right impression.

NECC is involved with Northumberland College and Northumberland Training Agency in running a Centre of Vocational Excellence (CoVE) for inward tourism. Among sectors already enrolling people at the North-East England Tourism Academy has been the taxi industry. Taxi drivers are often the first people visitors see when they come to the North-East and they can have a profound impact on perceptions of our region. If your cabby is a grump who spends the journey ranting about how rubbish a place is, how likely are you to return? Conversely, if they spend the trip extolling the virtues and signposting you to the best visitor attractions, nicest places to eat and "must sees" then you are likely to enjoy a heightened experience.

And while our rich Roman heritage will continue to be a draw - and our other world heritage site Durham Cathedral - the likes of the Sage, MIMA, Angel of the North, Baltic and Millennium Bridge are all remarkable and worthy of a positive word.

• James Ramsbotham is chief executive of the North-East Chamber of Commerce.