The woman in charge of breathing new life into the city centre said more needed to be done to promote what it has to offer.

Sarah Harrison, the new city centre director, said the city needed more "positive spin".

Speaking to the Leicester Mercury following her appointment, she said the city could lure more shoppers by the better marketing of attractions such as Highcross, Curve theatre and The Lanes, as well as the city's history.

She said: "What Leicester needs to do is shout about itself. Leicester is very modest about what it has achieved and what it is going to do in the future.

"There's no spin, which is something other cities do. It's a pretty unique city and we need to work together to promote it."

She said the city could make more of its small size and its cultural festivals, such as the Mela.

"It's an old city, but it's also a city with a town feel to it," she said. "Things like The Lanes are very important and the reason why people come."

Leicester Shire Promotions, which receives about £1.8m a year to promote the city, county and Rutland, said shops needed to do more to better promote what they had to offer.

Martin Peters, chief executive, said: "Leicester has moved rapidly from always playing catch up to regularly punching above its weight.

"Leicester Shire Promotions has seen remarkable results in our activity to attract visitors and we look forward to the new city centre director raising the game of the retail sector which, with the exception of Highcross Leicester, has not been as proactive as it needs to be."

One of Ms Harrison's first challenges will be dealing with the number of shop closures.

Retail research firm Experian said last month that 26% of about 800 shops surveyed in Leicester city centre were vacant, compared with one in five this time last year.

However, Ms Harrison said stores moving to Highcross from places such as Gallowtree Gate over the past 10 months gave a misleading impression. She said improving the look of boarded-up shops was "a priority".

Traders told the Mercury they wanted to see Ms Harrison fill empty stores, tackle crime and improve communication with the council.

Ben Allen, assistant manager of fashion store Wellgosh, in High Street, said: "I'd like to see her do something to rejuvenate the empty shops. I'd also like to see the Silver Arcade up and running again."

Tom Brown, manager of clothes store Irish, which has two outlets in High Street, said the city centre director needed to act as a contact point between the council and businesses.

He said: "There's not been enough conversation between the two in the past."

Earlier this week, the British Retail Consortium said cities needed to develop unique identities to survive the recession. It said somewhere between 10% and 15% of stores across the country were empty.

Ms Harrison, who is preparing an action plan, said Leicester had a lot to offer businesses and shoppers.

She said: "I don't come from Leicester so I'm looking at it with fresh eyes. It is a fantastic city."