A campaign is being launched to improve the water quality of the North West's coastline.
The Turning Tides Summit 2012 takes place today, aiming to help groups work together to meet stringent new bathing waters standards that could threaten the region's tourist economy.
It has been estimated that failing to meet the new targets could cost the North West region £1bn over a 15 year period.
Dan Bond, Bathing Waters project manager from the Environment Agency said: "We are working hard with water companies, local authorities and farmers to identify and tackle sources of pollution at all bathing sites in the region.
"It has been the wettest summer on record and that has affected the water quality of the coastline.
"We are concentrating on tackling pollution before more stringent water quality targets come into force in 2015 and we will use the latest technology available to help meet these goals.
"By using cutting edge equipment and the latest forensic techniques, including DNA testing, we can pinpoint causes of pollution and tackle them."