A Devon shellfish has become the focus of a campaign to boost food tourism.
"Have a Cracking Time in South Devon" encourages visitors from across the UK to come to Devon and taste fresh, locally-caught crab and other seafood.
The campaign was the brainchild of restaurateur Mitch Tonks, who runs the Seahorse restaurant in Dartmouth.
About 2,000 tonnes of crab are landed in the South Devon Bay area every year, but more than 60% is exported to France and Spain.
"South Devon crab is without doubt the finest in the world - an unsung hero and a joy to eat," Mr Tonks said.
Visit South Devon tourism partnership is promoting the campaign.
Its marketing manager Sarah Streeter said there has been huge support from local businesses.
"Who could resist enjoying crab at one of our fantastic restaurants and cafes in one of the most beautiful locations in the UK," she said.
"This will have wide appeal from dedicated foodies to families and the campaign will help to raise the profile of the area nationally."
Local businesses supporting the campaign are using a crab logo and the Visit South Devon website has crab recipes from top Devon chefs.