Watford Borough Council have begun making plans for a town rebrand with help from tourism and business partners.

The Destination Management Plan will see more strategic development and publicity to encourage more people to visit Watford and linger in the town centre.

An initial proposal was discussed during a Cabinet meeting on March 4.

Watford BID and other major businesses driving the local economy will work together to see the introduction of a “modern town brand” along with a new-look website – according to Cabinet.

The next phase of development, due to begin this summer, is said to “boost the vibrancy” of other areas such as Watford Junction and Clarendon Road.

A consultation is likely on the council’s plans.

Mayor Taylor said: “The investment in our high street means that Watford is bucking the national trend, with footfall actually going up by 27 per cent. This is down to bold decision making and the excellent partnerships we have in place. I’m determined to see that Watford continues to thrive and this plan will play a major role in that.”

Maria Manion, Watford BID chief executive officer, added: “Watford is going through an exciting time of significant development and investment. As a town we are changing and we need to be in a position to be able to compete with the likes of Milton Keynes, who invest heavily in promoting their town as a place to visit, do business and invest in.

“Most people around the country have heard of Watford but we need to ensure that we present a clear message about what the town has to offer and remind our residents and businesses that this is a great town, which we should all be proud of.”