THE gateway to Penarth needs an urgent and dramatic overhaul - that's the message from the town's tourism association.

"Major improvements" are required to boost the town's tourism prospects further, a report by the Penarth Visitor and Tourism Association (PVTA) has said.

It follows a survey carried out with residents and other stakeholders, with the the roadway between Baron’s Court junction and Arcot Street in the town centre said to be in need of attention.

PVTA say they delivered a detailed work plan to the Vale of Glamorgan Council three years ago and they are now calling for this to be progressed.

A spokesman said: "We don't want visitors to Penarth to be put off by the scruffy and unkempt appearance of much of the public realm that is evident to drivers as they enter Penarth from other parts of the country."

The survey identified key areas that need attention, including the general environment surrounding the traffic signals at Baron’s Court and the mini-roundabout leading to Penarth Marina.

The entry to Cogan railway station is also considered a priority area for improvement, as well as the entire length of road from the Cogan bus stop up to the railway bridge, which is "completely unmanaged and lacking in visual appearance", the report added.

The PTVA also said the report makes clear minor improvements to the island at the junction of Plassey Street and Windsor Road would make a substantial difference, providing opportunity for floral displays or planters.

The stretch of road from Holy Nativity Church to Arcot Street was also earmarked for a range of changes with the association say would "make a considerable difference" to the town centre environment.

The PVTA spokesman added: "It is time that improvements are carried out, and this work could probably be financed by the large sums of money arising from the Penarth Heights development, which is well on its way to completion."

In response, councillor Lis Burnett, cabinet member for regeneration and education, said: "The Vale of Glamorgan Council has listened to the suggestions put forward and much of what has been mentioned is already built into our destination management plan.

"We are committed to delivering this, which is why it is specifically mentioned in the council’s corporate plan.

"The Penarth Tourism and Visitor Association are one of a number of stakeholders we have consulted in the development of the plan.

"Part of the work will be delivered with the North Penarth Parks upgrade that will see the replacement of railings alongside Windsor Road with some that reflect the Victorian heritage of the town."