PLANS to turn Bournemouth into a 'serious Christmas destination contender' are already underway, tourism chiefs have revealed.

The town will host Europe's first festive trail from late November, with hundreds of Christmas trees from around the world on display as part of event Bournemouth Christmas Tree Wonderland.

Jon Weaver, joint head of resort marketing for Bournemouth and Poole, said representatives from the town will meet to discuss the festive season during a special event at the Hilton Hotel next month.

"The primary focus is to see how we can make Bournemouth a serious contender as a top destination for people to visit over Christmas," he said.

"This week and next week, we are going to various travel trade exhibitions to promote Christmas in Bournemouth."

Mr Weaver, who spoke at a meeting of the Lower Central Gardens Trust Board on Wednesday, said the "traditional" view of visitors going to towns solely to do their Christmas shopping is changing.

"People are looking for Christmas experiences now," he said.

"They want to come to town and get involved in attractions or events."

Mr Weaver said Bournemouth should be inspired by festive events on offer in cities like London, as well as at heritage houses such as Longleat, which hosts a popular 'festival of light'.

"If you go to Bath, the USP setting is around the cathedral," he said.

"Our amenity is the Gardens."

However, he said the festivities will extend into areas including Old Christchurch Road, the Lansdowne and the Triangle.

Tourism representatives are also speaking with traders in Winton, Charminster and the 'coastal villages' to extend the provision on offer for visitors.

A five-year programme of improvements for Bournemouth's Christmas offering started last year.

The scheme includes a two-storey Alpine bar and new wooden cabins for market traders.

The ice rink will also return in 2018, and looks set to cover a bigger area.