Spanish boulevards, a civic theatre and a museum financed by underground car-parks are part of the vision for Killarney, presented by consultants and now being considered by councillors and the public.
The Co Kerry town is presented in the plan Re-imagining Killarney: The Killarney Urban Masterplan as "the country's premier tourist destination, positioned in one of Ireland's most scenic landscapes".
It is this overall character that has influenced the plan by Murray O'Laoire, architects, planners and urban designers.
The town engineer, Mr Denis O'Connor, said some of the elements might take 100 years to implement, but for the first time the town had an overall vision that would provide a focus in terms of economy and tourism for the statutory town development plans.
However, putting the town's five surface car-parks under-ground and incorporating into them commercial and cultural development would be a priority.
"The level of surface parking in Killarney would not be seen in any other European town of its size," Mr O'Connor said.
Tourism should be capped at 10 per cent growth in the current one million visitor numbers, the consultants suggest.
A return to smaller, higher-class hotels of at least four-star status is recommended, with a focus on health and activity-orientated tourism, marking a shift from the nightclub, bar and cabaret-type activities that currently draw many of Killarney's visitors.
Public transport is strongly recommended, with a plan for a public bus service in Killarney to reduce the number of cars coming into the centre.
For most of the year visitors from Kerry Airport have to rely on taxis or private buses for the 11-mile journey.
Under the plan the jarveys may also have to move from their stand in the heart of the town on a busy junction. The town council has not yet managed to convince the jarveys of the need to fit their horses with "equine sanitary devices", and it is widely felt that asking the jarveys to move may be one of the last things to be attempted.
The idea is to improve accessibility to the jaunting cars, with an office and public toilet close to the National Park, a spokeswoman for the consultants said.