WORCESTER needs a clear "brand" before it can ever hope to reach its tourism potential.

That's the verdict of a former Worcester City Council leader, who says the next few months are crucial in trying to deliver on a major review of its national and international profile.

As your Worcester News revealed two weeks ago, decision-makers across the county are uniting to launch a new project aimed at getting thousands of new visitors to choose the city over other UK destinations.

It was debated during a city council cabinet meeting last night, where the Conservative leadership agreed to consider it further.

Labour Councillor Adrian Gregson, who led the council last year and is pulling together the project, turned up to address the leadership on it.

He said: "This project has been driven by all the (council) reports we've had over the last 18 months which imply there is real scope to improve our economic potential.

"We've established three or four areas of concern, one is the lack of data on visitor numbers, it tends to be old and anecdotal.

"Another was the lack of a tourism strategy and the balance of where this city should fit within the county.

"We're in danger of getting bound by parliamentary boundaries - when you're on holiday you don't think 'we're crossing from one council boundary into another'.

"The people I interviewed also feel to get some momentum we need a clear brand, and they were all pushing on what that branding should be. "Worcester needs one 'largish' new brand design, that was the popular impression."

Cllr Gregson told the cabinet the Chamber of Commerce is pulling together new, reliable tourism data to help shape the review.

Some of the ideas so far include open-topped bus tours, TV ads about Worcester in airports and planes, special day packages linking more attractions and the launch of a new website telling people across the world what Worcester has to offer.

During the debate Councillor Andy Roberts, who sits in the Tory cabinet, said asking outside experts for more help could be the answer.

He said: "I read into Adrian's report an undertone of frustration, and I share that.

"I wonder if we should look to entrepreneurs to do what the city has failed to do - it took successive Governments to fail on the Millennium Dome before a private company made it a success.

"Do we need to put resources into the hands of people who can do a better job?"

Councillor Simon Geraghty, the leader, said: "Tourism is so important to this city."

* What do you think? Does Worcester needs a new 'brand' and if so, what should it be based on? Email te@worcesternews.co.uk or call 01905 742248.