Tourism Ireland and the Northern Ireland Tourism Board have been in "behind-the-scenes" discussions with the Orange Order since 2005 about marketing 12 July parades as tourist draws, and last week's largely trouble-free high point to the season has impressed tourism chiefs.

What was once a poisoned relationship . . . the Orange Order complained its traditions weren't respected by tourist bodies, and former NI Tourism Board chairman Roy Baillie blamed Orangemen for "wrecking" Northern Ireland's visitor economy each July by provoking sectarian clashes . . .

has been remedied by dialogue between industry bosses and senior lodge members.

All parties say the improved political environment in Northern Ireland means tourism can now be tackled.

"'Tourism potential' and 'the marching season': if you look back a few years it's actually incredible we're using the two terms in one sentence, " says NI Tourist Board marketing director Sue Ward. "This is the first year I'm not holding my breath and crossing fingers hoping it will be peaceful."

The Orange Order says its jamborees celebrating William of Orange's victory at the Battle of the Boyne bring cash into the economy and that it receives plenty of interest from overseas visitors, particularly from countries with an Ulster emigrant connection such as Canada. Some parade marshals have already received 'welcome' training from the tourist board, and plans are afoot to produce leaflets explaining the order's symbols and traditions to foreigners, as well as improve basic tourist infrastructure including signage and tourbus parking.

This year's 'flagship' parades at Enniskillen and Loughgall have been closely monitored by tourism bosses who are optimistic that Orange Order events . . . notably Belfast's family-oriented Orangefest . . . will become "more accommodating and less intimidating".

"With the new political dispensation, the Assembly up and running and the fact that there's no problems at all in the vast bulk of parades there is a wealth of potential from the tourist point of view, " says David Hume, director of services at the Grand Orange Lodge and de facto chief executive of the 50,000-strong organisation in Ireland. In the spirit of cross-community relations Hume was quick to point out that tourism benefits both "Roman Catholic and Protestant businesses because tourists don't care about the religion of the shop or restaurant they go to".

Hume's target is to improve the image of the order to a global audience whose only exposure to the marching tradition is newscasts of violence at flashpoints such as Drumcree, a "demonstration" tourist officials said would not be on any sight-seeing tour.

The order is happy to lend its sash to tourism bosses to market Northern Ireland as a holiday destination, and with thousands of members across North America and Africa it has the numbers craved by the industry both sides of the border.

The real challenge will be transforming Orange displays from sectarian triumphalism to colourful pageantry. Last year Orangemen wanted to project the marching season as a tourist attraction, but BBC NI's clips of three lost-looking Japanese tourists at a march couldn't hide the fact that Northern Ireland's visitor figures dip each July because of the decades of rioting. Many empty hotels use the month to refurbish or give staff holidays.

An Orange Order survey of members conservatively estimated they add �6.1m to the economy each 12 July. Perhaps it will only be when the PSNI doesn't have to spend an extra �4.3m policing the marching season . . . �760,000 for 12 July 2006 in Belfast alone . . . that the true value to the Ulster economy will accrue.