HISTORIC Worcester must pitch itself as a "top rank cathedral city" and compete with places such as Cheltenham and Bath to attract more tourists, industry experts have said.

Consultants hired by the city council found that the visitors' view of Worcester "was certainly not exceptionally good".

They said the city must exploit its heritage and riverside to tackle the poor impression and make it a favourite destination.

Their report warned people were being put off from visiting the city at night because it was seen to be intimidating - a continental-style caf culture should be encouraged to address the problem.

"Worcester has great potential, we just need to tap into that and work very hard with people," said council leader Coun Stephen Inman.

Coun Inman said the report's suggestion that there should be more events in the city would be looked into.

"I don't think tourists would come along just because of an arts centre. But they would come to something special," he added.

"An extension of the water theme would be very useful, a combination of the river and canal that built on existing strengths."

Ideas in a draft plan drawn up in response to the report include a river footbridge at Diglis - with an attraction like a restaurant on Diglis Island - and improving pedestrian signs in the city centre.

A private company, connecting council departments with key city businesses, the Cathedral and University College Worcester, could also be formed to oversee marketing.

However, in a blow to the overhaul, it was confirmed last night that an international competition to design a public square outside Worcester Cathedral has been put back from the beginning of this year to the end.

Coun Francis Lankester, cabinet member responsible for tourism, said there was no point in starting a competition if funds were not available for the whole project.

"We want a good scheme for that, not to just get the job done," he said.