A MULTI-million pound Olympic investment in Weymouth and Portland will enable the area to revamp its bucket and spade image, according to a new report.

At least £9.23 million will be poured into the area - the venue for the 2012 Olympic sailing events.

About £3.25 million has been earmarked for permanent improvements, but Weymouth and Portland Borough Council hopes that more of the money will provide 'lasting legacies'.

Chief executive Tom Grainger said in a report that the games could help reshape the resort's image.

"Our aim is to be widely known as a centre of excellence for maritime leisure in a high quality natural environment.

"The branding of Weymouth and Port-land as the Olympic sailing venue should, along with being at the heart of the heritage coast, be central to our approach to all publicity and promotion.

"The games provide a focus to enable a repositioning of the traditional image of Weymouth and Portland."

His comments come in a report to the council's management committee, which is due to hear updates on the Olympic developments tomorrow.

Hotel owners, sportsmen and women and youngsters are among those who are set to benefit from the successful Olympic bid.

The council has made it clear that residents will not bear the cost of the games with increases in council tax.

One of the key permanent improvements to the infrastructure is the planned relief road.

Mr Grainger said: "The Weymouth relief road is paramount amongst these and a critical project for delivery by Dorset County Council."

He added: "Improvements in other highways, particularly the route through to Portland remain important."

Redevelopment of the Pavilion and Ferry Terminal will also be carried out before 2012.

Weymouth and Portland Borough Council are meeting with police and representatives from the Olympic committees this month for detailed discussions.

They will be working with the Regional Development Agency and Dorset County Council to ensure that the preparations and event run smoothly.

Mr Grainger added: "Many other organisations and individuals will have valuable ideas and input which will help shape our actions."

The London Organising Committee for the Olympic Games (LOCOG) will oversee much of the preparation which includes ensuring sufficient accommodation.

Mr Grainger said: "The borough council has a major role in providing this.

"There is a long list of matters such as traffic and travel arrangements, accommodation, public safety, publicity and maritime issues, which will need to be given attention.

"The borough council has a particularly successful track record and experience of visitor management and is well placed to take a lead on this."

Chief executive of the World Heritage Coast Hospitality Association Alan Davis said that the organisation had been leading the charge to drive up standards over the past three years.

"I think that since we have become a World Heritage Coast Site the feedback that we are getting is the bucket and spade image is changing and we anticipate that change will continue.

"You will never get rid of it completely because that's Weymouth.

"There will always be a bucket and spade market and there will always be a requirement for that type of holiday maker.

"But I think as we head towards the Olympics that image will improve and we will get a slightly different holiday maker.

"It is essential that everybody from the private and public sector work together to provide the visitors what they want."