BDP has completed a masterplan for one of the Lake District's most visited locations, Bowness Bay and The Glebe on Windermere.
The 74-page report suggests public and private investment strategies for refreshing the tourist and cultural product and improving the standard of design and transport in the area.
BDP describes the scale of the problem in its introduction to the report: "…the poor quality of some of the facilities and environment at Bowness Bay and The Glebe demands a fresh approach. The limited choice of cafes and restaurants, the lack of wet weather attractions, the poor quality of architecture of many of the waterfront buildings and a public realm, dominated by tarmac and parked vehicles, is a long way from the recognised 'brand' of the Lake District."
The work was commissioned by the Lake District National Park to inform planning decisions and help it attract funding.
Steve Ratcliffe, director of planning at LDNP, said: "First impressions are very important and Bowness Bay has to satisfy the many different demands of both visitors and residents.
"Visitors increasingly want better services and experiences. Unless this can be achieved, the Lake District and the wider northwest economy will lose business to other leisure and visitor destinations.
"We want Bowness Bay to be the best waterfront ever and welcome the masterplan report by consultants BDP."
Nick Brooks-Sykes, director of tourism at the North West Development Agency, said: "Bowness is highly dependent on the visitor economy, and visitors are demanding better services and experiences.
"The greatest demands placed on Bowness are to provide greater quality and diversity of experiences.
"These proposals offer a unique opportunity for improvements which will make the area stand out above competing destinations. I would encourage people to work together for the future success of the area's economic and social development."
LDNP will now work with partners to champion the various elements of the proposals and work with both public and private sectors.