Cheltenham's one-way road system could be redesigned to improve traffic flow.
Planners are discussing possible improvements to Boots Corner, the county's busiest pedestrian crossing.
Jem Williamson, from the Cheltenham Development Task Force, said Gloucestershire Highways had submitted a bid for funding improvements.
He said it could yield up to £5m for changes in both Cheltenham and Gloucester.
Mr Williamson said a lot of people thought Cheltenham's one-way system did not work.
"What we're thinking of doing is changing the priorities on some of the streets so it's not just about taking the traffic out," he said.
"We know what the problems are, it's about encouraging people to change their behaviour, and also making radical changes, perhaps going two-way working on some of the roads again instead of one way."