A NEW vision for Swansea Bay has been revealed.

It includes developing the shoreline with improved public areas featuring new attractions, shops and restaurants.

Proposals include a new adrenalin sports centre — or centre for extreme beach sports — beach activity zones, and a revamp for Blackpill Lido and Mumbles Pier.

The pier would be transformed into a beacon of excellence for the entire bay, with a new hotel, cafe bar and restaurant.

The proposals are part of a bay-wide strategy devised by specialist consultants White Young and Green, who were brought in January 2006 to look at how it could be improved and developed.

They have come back with a blueprint for the area from County Hall to Mumbles Pier.

It includes plans for retaining sport at St Helen's while developing the recreation ground in conjunction with Swansea University for new faculty buildings and residential accommodation.

The area at the bottom of Sketty Lane is also marked for improvement with the adrenalin sports centre featuring cafe, restaurant, toilet and showers, and retail outlets. Plans include a waterfront ark with a children's sculpture.

The consultants have also put forward detailed ideas for Mumbles and the pier, and the former nightclub in particular.

A report to the council's cabinet on Thursday says: "The consultants suggest that the site (former nightclub) could accommodate a development of five or six storeys, but this will need to be subject to careful visual appraisal in view of the sensitive location."

Council leader Chris Holley said the strategy contained exciting ideas.

He said: "Swansea is already a major tourism destination. We get three million visitors a year generating £238 million for the local economy.

"What the Swansea Bay Strategy suggests is that we can do so much more with the seafront area to enhance the city's success as a 21st Century destination.

"It's got a lot of terrific ideas on how we can build on what we've already got, but it's important that everyone gets the chance to have their say on what's being suggested."

The plan will be discussed by the cabinet on Thursday before going out to public consultation.

Councillor Holley said: "The draft strategy is a starting point for consultation.

"But what it shows is this: Swansea has a huge opportunity to create a waterfront destination that has the potential to benefit everyone who lives in, works in or visits our city."