A blueprint worth £1bn to transform Swansea into a "vibrant and dynamic" waterfront city over the next 20 years has been unveiled.
Property developers from across the UK gathered in the city to learn more about the three prime sites.
New landmark buildings, a 21st Century retail complex, shops, cafes and homes are included in the blueprint.
Leader of Swansea Council, Chris Holley, said "This really is Swansea's time to attract new investment."
Wales' second city is already undergoing massive changes with the redevelopment of the SA1 docks area and last month plans were announced to make Swansea Bay a centre for watersports.
But Swansea's city strategic framework, unveiled on Monday, will see land between the centre of the city and the River Tawe changed into an assembly of boutiques, brasseries and public spaces.
The three areas being marketed for redevelopment are at the St David's and Quadrant shopping centres, the site at Paxton Street and the east car park of County Hall, and the Sailbridge area.
Included in the plans is a public square in front of the Dylan Thomas Centre while a pedestrianised quarter is also planned for the area near the Grand Theatre
The area around Swansea's Grand Theare will also be redeveloped
Oystermouth Road along the seafront will be developed into a boulevard "to encourage people to walk between the city centre and the waterfront".
Mr Holley said:"We want to fulfil the city's potential by encouraging developers to revitalise existing sites and bring massive improvement in the number and quality of shops and stores in the city centre.
"St David's/Quadrant is likely to be the largest city centre retail site marketed anywhere in the UK this year and it can enhance Swansea's role as a regional capital.
"At the same time, the prime seafront locations of Paxton Street and County Hall can become landmark destinations which help link the city with the seafront.
The framework was commissioned by the Swansea City Centre Partnership, Swansea Council and the Welsh Assembly Government.
Interested developers are now being asked to come forward by the end of April.
Enterprise Minister Andrew Davies, who was at Monday's launch, described the framework as a "catalyst for change".
He said the framework "sets out a clear and ambitious vision for Swansea over the next 15 years that outlines how the city can maximise its many assets and ensure that its waterfront can become an integral part of a new vibrant and dynamic city centre".
Last month n "adrenaline sports" centre for water-skiers and windsurfers was revealed at the centre of plans to revamp the five-mile stretch of Swansea's seafront.