"So we decided a group of hoteliers and tour operators should go. We know because of the political problems in Myanmar there is a lot of misunderstanding that we want to clear up." Nevertheless, Ms Dannhorn expects UK arrivals to increase by 15 per cent next year despite negative media coverage.

"We are planning sales trips with our colleagues from Laos and Cambodia, visiting different travel agents in their offices in addition to exhibiting at the show. We expect the response will be very strong."

Diethelm has expanded its product offerings specifically for WTM to include new programmes to Tachailek and Kintung near the Andaman Club Resort.

"It is easy to sell and promote the southern beach areas. Myanma Airways is now flying there with the new ATR72 service and it is much safer.

"Many agents have not been here since the late 1980s. We want to talk to agents and tell them transportation has improved, that the roads and aviation infrastructure is much better. It is opening up destinations that we were not able to promote in the past."

Mr Duncan MacLean, general manager of The Central Floating Hotel Yangon, agreed the main thrust will be to inform agents of the true situation in Myanmar.

"We want to get the real message across that it is a safe and interesting destination. We are not involved in politics and we do not want to be involved in politics," he said.

"The people affected by any boycott will be the general people in the street - the guy serving your coffee or driving your taxi."

However, the delegation could be in for a chilly reception as groups opposing the government and "Visit Myanmar Year" (VMY) plan to welcome them by staging a protest outside Earls Court where WTM is staged.

Mr Tom Evers-Swindell, general manager and director of E&O Services, which operates The Road to Mandalay, said the company was quite used to the fuss, adding communication with UK-based action groups opposing VMY was ongoing. "We have had fairly open dialogue with these groups," he said.

"We have acknowledged that their position has validity and they have acknowledged ours.

"We try to remind these people that we are running a business which brings employment and offers benefits to the Myanmar people." Mr MacLean said: "People going to WTM represent the industry, not the government in any way.

"If there is a boycott or protest they will be barking up the wrong tree. The representatives there do not know anything other than business and they are not interested in politics." - TR