A US-based tourism leader says plans to turn Blackpool into a glitzy resort could fail - because its name is too "gloomy".

Erika Brandvik, of the Las Vegas tourist authority, believes the Lancashire town needs a brighter name and image.

Developers are hoping to convert the seaside town into a multi-million pound centre for casinos following a relaxation in the gambling laws.

Civic leaders have defended the resort's name and said visitors viewed Blackpool with "fun and naughtiness".

How Blackpool got its name

The name Blackpool dates from a 13th Century description of a stream which ran through the area. The brook was discoloured by the peat soil and was called the "Black Poole" by locals.

Speaking to BBC News Online Ms Brandvik said: "Blackpool sounds a gloomy name.

"There is a dark, ominous ring about it.

"If you are going to have a glamorous, exciting entertainment and gambling centre you need a glamorous name.

"Las Vegas is an exotic name, it sounds warm and sunny.

"If you want a new name for Blackpool it should be something with those connotations."

But Alan Cavill, manager of Blackpool Challenge Partnership, said visitors did not share Ms Brandvik's view of the name as bleak.

"When people think of Blackpool it has nothing to do with black pools," he said.

'Blackpool nostalgia'

"It's got everything to do with fun, frivolity and a little bit of naughtiness.

"If we changed the name we would lose a lot more than we gained - Blackpool is a huge brand name with lots of nostalgia and a warm feeling attached to it.

"We do have to improve the quality of what Blackpool offers to visitors and we are slowly bringing about that change."

Relaxation of gambling laws means has allowed developers to draw up plans for huge attractions which will boast casinos, slot machines and restaurants.

Regeneration officials hope the scheme will pump new life into the town which has seen visitor numbers cut by half to 10 million in the last two decades.