Opposing councillors have united in backing a new model to support the tourism industry.

Conservative councillor Graham Cox, parliamentary candidate for Hove, and Labour councillor Gill Mitchell backed calls for an urgent shakeup to improve the “poor image” of the city for visitors.

The Tourism Alliance meeting last Wednesday heard parking costs, congestion and rubbish issues were damaging the Brighton brand.

The Green Party was criticised for not sending a representative to the meeting – but said its absence was due to unforeseen personal circumstances.

Soozie Campbell, chairwoman of the alliance, said: “Both Gill Mitchell and Graham Cox were very much in tune with our concerns about the issues facing tourism and the urgent need to put things right and reframe the Brighton brand in a more positive light.

“They were in complete agreement with us that the cost of parking, congestion and issues around waste collections have sent out a very poor image of the city.

“They are both also keen to ensure there is a budget to maintain the seafront and are supportive of outsourcing key functions, such as marketing, that can be better handled by the private sector.

“It was great to feel that our views were not falling on deaf ears and it was a good grown-up sensible discussion without any point scoring or pettiness.

“It was a great shame no one from the Green party was able to join the debate.

“It is possible they will be re-elected and so we wanted to highlight the impact their policies have had on the city's reputation, which could negatively affect tourism and the city's economy going forward.”

Coun Cox said: “The value of tourism to the city is huge, a minimum of £750 million – and some claim it’s more like a billion.

“A huge number of jobs are supported in tourism and hospitality.

“There’s a need to do all we can to support it and help it thrive because some visitors to the city feel they are being ripped off.

Coun Mitchell said: “We want to build on what the city does well in tourism and make sure we don’t neglect the basics.

“It’s no good expecting people to enjoy themselves when we can’t keep the streets clean.

“It’s about making the city attractive to visitors and making sure they can find their way around.”