An estate owner wants the seaside town of Nairn to reclaim its former title as the Brighton of the North.
The Earl hopes other landowners will sign up to the concept
The Earl of Cawdor is behind a concept called A New Future for Nairn, which promotes its potential for new housing, golf course, shops and bypass.
He hopes to encourage other landowners to come on board.
The blueprint envisages the former Victorian spa resort's existing 9,000 population doubling over the next 10 to 15 years.
The Earl, a trained architect, said any new development could involve part of the 1,000-acres Cawdor Estates.
New housing is being considered by Highland Council planners along sections of the A96 corridor, which stretches for about 16 miles between Nairn and Inverness.
The Earl said: "Nairn stands to lose out if it doesn't embrace the opportunities being considered by the planners.
"I'm particularly thinking of the resurrection of Nairn as a shopping destination.
"I believe that the Delnies area is a fantastic site overlooking the sea and that Cawdor for its part wants to make a contribution to securing Nairn's long-term future."
In a press release about A New Future for Nairn, the town's provost and Highland councillor Sandy Park said the proposals were "in line" with how he wished to see the western approaches to Nairn developed.