The West Midlands must improve its image by promoting its countryside and cultural achievements, the regional Minister has said.
Liam Byrne (Lab Birmingham Hodge Hill) said improving the reputation of the West Midlands across the world could create more jobs and a stronger economy.
He was speaking as he visited a Royal Shakespeare Company project in Stratford, Warwickshire, which aims to create a new centre for creative arts and digital media.
The scheme backed with £20 million of government funding through Advantage West Midlands, the regional development agency.
He said: "The right image on the global stage is key for us to draw investment and jobs.
"When people think of the West Midlands I don't think they imagine the richness of our cultural history, the beauty of our landscape, or the cutting edge of our science.
"That blend of a history and a future - culture and cutting edge - is a huge asset, and we need to sell it harder.
"There's no better symbol of that than the RSC's shift into digital media, where the West Midlands is fast becoming Britain's centre. That means jobs and skills."
Tourism was already creating jobs in the region, he said. "A strong cultural industry is good for jobs. In our region the tourism economy is estimated to be worth £4.8 billion and supports around 300,000 jobs. Stratford is an important and world-renowned regional brand."