A masterplan aimed at transforming one of the Lake District's most visited locations into 'the best waterfront ever' has been unveiled.

The 74-page report - by consultants BDP - into the future of Bowness Bay and The Glebe says that a "properly revitalised" Bowness Bay, with private and public investment, will encourage more visitors to stay longer and could create up to 80 jobs locally and a further 300 in South Lakeland. The Framework Masterplan covers tourism, cultural opportunities, design, transport and future development, aiming to help the Lake District National Park Authority (LDNPA) make crucial planning decisions and attract funding for the area.

LDNPA director of planning and partnerships, Steve Ratcliffe, said while Bowness Bay and The Glebe remain a prime location, some people think they look a little tired. "First impressions are very important and Bowness Bay has to satisfy the many different demands of both visitors and residents," he said. "Visitors increasingly want better services and experiences. Unless this can be achieved, the Lake District and the wider northwest economy will lose business to other leisure and visitor destinations. We want Bowness Bay to be the best waterfront ever."