Cheltenham Borough Council grants for new events
Up to £100,000 is to be made available to Cheltenham businesses which can attract more visitors to the town.
Those who propose a new event or support an event which brings in more people will be able to bid for a grant.
Cheltenham council's leader Steve Jordan said: "We don't have one single big attraction that brings people into the town on a permanent basis."
He said a series of festivals had already attracted visitors but he wanted to see continuous events.