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The City of Winnipeg is upgrading a number of major roadways to make them more visually appealing to visitors and to improve Winnipeg's image.

City council passed a motion Wednesday updating its list of "image routes" for Winnipeg. The plan calls for major thoroughfares to see improvements on things like lighting and landscaping.

Those on the list for beautification include Pembina Highway, Portage Avenue, Main Street, Henderson Highway, St. Mary's Road, St. Anne's Road and Regent Avenue West.

But critics say another stretch of road is being overlooked and needs improvement. Ellice Avenue provides the shortest route from the airport to downtown and is often the first impression many visitors get of Winnipeg.

The West End's business improvement association says the impression they're getting could be better.

Gloria Cardwell-Hoeppner of the West End Biz said beautification projects over the last few years have improved Ellice's appearance, but the group says the city needs to adjust their priorities.

"I need them to make Ellice a priority in terms of streetscaping, infrastructure and support for some of the programs we have," said Cardwell-Hoeppner.

Some councillors agree the area needs more attention, as it's the first impression visitors arriving from the airport get of the city.

"Wouldn't it be logical to take a route that would be a route that everyone has determined is shorter and faster?" said Coun. Harvey Smith (Daniel McIntyre).

Though Ellice Avenue has been left off the list for now, Mayor Sam Katz said it could be a possibility in the future.

"There are some valid suggestions today as far as an image route, there's no question about that," Katz said.

- with a report from CTV's Jeff Keele