Swansea Council should help improve the look of Mumbles, South Wales West AM Suzy Davies has said.
Mrs Davies has backed traders in the seaside village who have called for a scrub and lick of paint for tired-looking parts of the seafront.
The Conservative AM, who lives in Swansea, also felt the Welsh Government should shout about Swansea Bay from the rooftops.
"The council can help traders by making sure that council-owned facilities are looking their best and that there's a general clean-up," she said. Mrs Davies added: "It is crucial the Welsh Government gets to grips with its tourism brief because seven per cent of the Welsh workforce is still employed in tourism."
"We have the magic of Gower right on our doorstep in Swansea and Mumbles has many attractions in its own right."
"Yet, Swansea Bay barely features in Visit Wales's Wales View brochure."
"Its coastline, walking routes, history, arts and sports scene are omitted and its food and festivals barely scrape a mention."