SOUTHEND’S City Beach area is set to be extended as part of an ambitious ten year plan to make it “the most visited coastal town in England.”

The council has launched its draft tourism strategy - Destination Southend-on-Sea - which includes plans to extend the improved City Beach seafront area to the west of the pier.

The authority previously said it wanted to enlarge the area to beyond the Kursaal - but has now changed its plans in order to link City Beach with a planned new interactive museum, the Estuary Experience.

The project will involve making the area beyond the pier towards Adventure Island more attractive to visitors and could involve another street fountain which has proved popular on City Beach.

Ann Holland, councillor responsible for culture, tourism and the economy in Southend, said: “This draft strategy presents a deliberately ambitious but achievable way forward for developing the borough’s visitor economy, from Shoebury to Leigh, from our famous beaches to our award-winning parks and historical buildings.

“Southend was built on tourism and this strategy will position the resort for future generations, providing jobs, wealth and an attractive place for all to live, work and visit.”

Discussing the City Beach plan, Mrs Holland added: “We are going more to the west because it will link up with the Estuary Experience so it makes more sense.

“We want to make it look more attractive like City Beach. We haven’t decided on details yet but it could include another fountain, a different water feature which has proved popular on City Beach.”

Tourism is currently estimated to be worth £398million to the local economy - supporting about 6,500 jobs and bringing in 6.8million visitors to the borough

Key aims of the strategy include marketing to encourage more visitors, making it easier to get into the town and improving attractions.

Southend Tourism Partnership will work alongside the council, the Leigh Coastal Community Team, the Shoebury Coastal Communities Team and the Southend Business Investment District.