EAST Lancashire has been dealt an enormous blow with the news that travel giant Airtours is to quit Helmshore for Rochdale.

The loss of almost 1,000 jobs would be bad news in any area. But in the Rossendale Valley, where many textiles and footwear companies have gone to the wall in the last 10 years, it is devastating.

There is no doubt that Airtours has been the central point of Rossendale's economy and it is by far the area's largest employer.

There will be a knock-on effect for many smaller businesses in the area as shops, cafes, take-aways, pubs and leisure spots see the trade generated by so many workers transferred to Rochdale.

But the move also sends out a negative message to the business world.

The whole of East Lancashire needs to be seen as an area capable of attracting and sustaining major companies and the defection of such a large organisation will do the region no good at all. Captains of industry will have taken note.

The area's MP, Janet Anderson is particularly upset. She said she feels betrayed because she had been reassured by Airtours that Helmshore would remain the company's home.

Her feelings are understandable and will be shared by a lot of people.

But having said that, the world of business is hard-headed and a successful operation counts for all.

We can see how attractive the swish premises in Rochdale must have appeared to Airtours executives. The company was rapidly outgrowing its Helmshore premises and could not find a suitable alternative. Building new premises would have taken two years which was not an option for such a rapidly growing company.

Rossendale Council, conscious that it could ill afford to lose so many white collar jobs in a traditionally blue collar area, worked hard to keep the company on board. But its hands were tied. There was simply nothing suitable to offer.

And to be fair, Airtours have not blamed the local council for the decision to move. Executives were caught on the horns of a dilemma.

The company was born here in East Lancashire and prospered from humble beginnings.

Naturally, there was a strong sense of loyalty to the area. But travel is a cut-throat industry and those who do not expand at every opportunity go under. The movers and shakers in East Lancashire must redouble their efforts to attract business and industry to the area.

But they have to understand that once a company is established here, its long-term prospects must be considered. It is under no obligation to stay - if the climate for expansion is not right it will move on.

Airtours decision to quit Helmshore is a body blow.

But perhaps it is also a timely wake-up call.