Plans to develop a new leisure hub in Telford over the next five years are expected to win approval early next year.
Telford & Shropshire Conferences, the area's convention bureau, is working with public-sector organisations and private investors to ensure the development will boost the area's conference credentials.
Telford & Shropshire Conferences business tourism manager Sarah Bird said: "Telford and Shropshire is already a great destination but we are constantly improving. The latest plans will bring added value and a welcome enhancement to our culture, dining and shopping scene, making it the perfect entertainment destination for after-conference fun.
"More than £100m in private investment has already been ploughed into the area in the past five years, with new venues, attractions and new infrastructure. With another multi-million pound injection, confidence in the tourism sector has never been higher."