PENRITH'S strengths must be successfully marketed if the region is to have a successful future, Penrith Chamber of Commerce chief executive Jill Woods said.
"The council, businesses and all the key stakeholders have to work together; that's integral to making us successful," Mrs Woods said.
She said Penrith was recognised as a regional city which meant it had to grow, but planners had to think about the way it grew.
"We must look at investment opportunities to build the local economy," Mrs Woods said.
"Looking at transport solutions would be one thing; making sure traffic flows well from east to west as well as north to south."
Penrith Council has announced that its new marketing strategy will be developed from discussions with business organisations, educational institutions, tourism operators and any other "stakeholder" wanting to be involved.
"The development of a city-wide marketing plan has been on the council's advocacy program for some time," the council's report noted.
"[It] is listed in the 10 Big Ideas to Grow Penrith, which was developed by the Penrith Chamber of Commerce and the Penrith Business Alliance."
Penrith mayor Greg Davies said the "Penrith is Here" brand launch had been well received and should help Penrith sell itself.
"The community and many local businesses have taken the brand on board and are using it to promote activities and services," Cr Davies said.
"The next step is to take it further and tell the rest of the world that 'Penrith is Here'."
Mrs Woods said it was important to remember that not all of Penrith's businesses would have the same goals all of the time.
"But they can all think about the future," she said.
"We should all manage it together so we have one voice."
She said priorities should be agreed on and set in place.
She also said bipartisan support was essential, so plans were not disrupted when changes of government occurred.