The organisation responsible for promoting Birmingham at home and abroad has been awarded an £18 million funding package to make the city more popular.
But Marketing Birmingham has been told it must work much harder in future for its share of cash from the city council.
Council leader Mike Whitby said he expected the organisation to help raise the number of tourists visiting the city to 37 million a year by 2014.
Under other targets, Marketing Birmingham is being asked to help create 10,000 new jobs by attracting new firms and to boost the leisure tourism economy by £4.8 billion a year.
The £18 million will be paid over a four-year period, but Marketing Birmingham has been warned that some money may be clawed back if the council suffers significant government spending cuts.
Coun Whitby (Con, Harborne) said he expected to see significant improvement by Marketing Birmingham, which has recently been amalgamated with the council’s inward investment team, Locate in Birmingham, to form one body with responsibility for all promotional activity.
He added: “With the changes we have made we believe this will be a cohesive and more focused unit.
“Marketing Birmingham has already helped to increase the number of visitors to the city from 29 million a year to 32.6 million, but we want to push that up to 37 million. The economic impact of leisure tourism into Birmingham is £4.4 billion, but we expect to drive that up to £5 billion.
“Overseas visitor figures are very important and we are looking to increase these from 700,000 currently to 820,000.”
The council leader said he would continue to push forward with attempts to improve Birmingham’s standing in the Mercer Quality of Life index of the best European cities.
Apart from London, Birmingham is the only English city in the index – and it is in 55th position.
Coun Whitby added: “We eventually want to get into the top 25, but that will be an incredibly challenging target.”