SWINDON needs to sell its image to a European market, a visiting Government Minister told business leaders yesterday.

Minister for Europe Keith Vaz came to the town to explain the benefits that close ties with the continent can bring.

He advocated strengthening the ties between Swindon and other countries through schools and businesses, especially eastern countries like Slovenia, which are just about to join the European Union.

South Swindon MP Julia Drown, as well as representatives from different businesses like PHH and Lloyds Bank, came out in force to hear the Minister speak over a lunch held at the Blunsdon House Hotel.

He also presented Swindon Chamber of Commerce with a certificate proclaiming the chamber as a Champion For Europe

Mr Vaz said: "I have come to Swindon as it is a major centre for commerce in Britain.

"This is a town that has benefited fully from Europe. There are 43 major companies which have their headquarters here and I have come to tell the town how they can benefit further from links with the rest of Europe.

"I have never had a problem with Swindon's image, but every town should now be looking at promoting its image on a European stage as there can be a lot of social and economic benefits.

"Swindon should especially be looking at improving links with countries like Slovenia which are just about to enter the European Union.

"By getting in there first, before other countries and towns, the town could reap the rewards."

The event was organised by Swindon Chamber of Commerce, as well as the town's two MPs, Ms Drown and North Swindon MP Michael Wills.

The Minister followed the business lunch by meeting representatives from Swindon College looking at how to promote the college to Europe.

Mr Vaz said: "By entering Europe we are not turning our back on the country's own businesses.

"Whatever happens the Government will support and be behind British commerce when dealing with European issues."

Swindon's 30 year vision has just been revealed, which hopes to transform the town into a city on a European scale.

The plans, which were created by urban consultants Shillum and Smith after a year's consultation, include creating a tram system, a transformed town centre, and a university campus.

Robert Owen, the chief executive of Swindon Chamber of Commerce, said: "The European Union has a consumer market of over 250 million and already accounts for more than half of the UK's exports. It continues to play an increasingly important role economically and its legislation impacts on the way we conduct ourselves and we organise our business.

"For some time Swindon has received negative comments regarding its image and reputation, not least because of the state of the town centre.

"This impinges on companies' ability to attract suitably qualified employees from other destinations.

"To address this problem, the borough earlier this year commissioned Shillum and Smith to carry out a detailed study of the town centre.

"With its recommendations Swindon is hoping to achieve its aspirations."