An "adrenaline sports" centre for water-skiers and windsurfers is at the centre of plans to revamp Swansea's seafront.
Ideas include a revamp for Mumbles pier, which dates from 1898
The plans, which have been launched in the city, include new tourist and family attractions along the five-mile stretch of coastline.
The strategy will also see the revamp of Mumbles Pier and Blackpill Lido as well as artworks and event spaces.
Council leader Chris Holly called the ideas "bold and exciting".
The strategy aims to revitalise the seafront area between the city centre and Mumbles to attract more tourists.
The ideas, which have been seen by Swansea Council's cabinet, will now go out to public consultation.
Dr Ian Jenkins, of Swansea Institute's school of leisure, tourism and sport, said a lot more could made of the bay in attracting visitors to the region.
"Swansea has five miles of superb coastline," he said.
IDEAS FOR THE BAY
Adrenaline Sports Park at Sketty Lane
Revamp of Mumbles Pier and Blackpill Lido
Waterfront Plaza at County Hall
Multi-storey car park in Mumbles Quarry
Promenade extensions at Mumbles and County Hall
Retail and visitor development at Mumbles Square
New food and drink outlets, toilets, lighting and public art along seafront
Source: Swansea council and Welsh Assembly Government
"There have been improvements in the last 10 years to the coast path, the introduction of the land train, the redevelopment of the lido at Blackpill and the skateboard ramp.
"But these were largely superficial and what is being proposed seems to be far more substantial.
"What is really eye-catching is the adrenaline sports centre - it's a small area of tourism but the growth is huge and there is a lot of money to be made out of it.
"It would also fit into the product that you have already got on Gower - the surfing and mountain biking."
Swansea Council and the Welsh Assembly Government commissioned consultants to look at potential developments for Swansea Bay.
Mr Holly said people in the city would now be asked for their views before any proposals were finalised.
"Swansea is already a major tourism destination, we get three million visitors a year generating £238m for the local economy," he said.
"What the Swansea Bay strategy suggests is that we can do so much more with the seafront area to enhance the city's success.
"The strategy is a starting point but what it shows is Swansea has a huge opportunity to create a waterfront destination that has the potential to benefit everyone who lives, works or visits our city."