A new visitor centre will create a flood of tourists and cash for Pitlochry, its backers have promised.
Outline plans have been laid before Perth and Kinross Council for a multi-million-pound attraction at Pitlochry Dam.
Applicants Scottish and Southern Energy (SSE) say the centre will bring more than 100,000 people to the Highland Perthshire town.
Half that many people currently visit the dam and fish ladder on the River Tummel each year but say the current visitor facilities, explaining the history and function of the dam, are outdated.
Documents lodged with the planning application state: “This site would provide an opportunity to create a bespoke visitor centre, with all the attributes associated with a nationally significant visitor centre.”
The company examined whether to undertake a £500,000 refit of its existing premises within the dam, but it was estimated that this would attract only 20,000 extra visitors a year.
The new £2.5 to £3 million base on the north shore next to the dam had more to recommend it.
An SSE spokesperson said: “In autumn 2011 we commissioned a consultancy firm to carry out an independent review of our visitor facilities.
“The findings concluded that a substantial investment was required to update the Pitlochry Visitor Centre.
“It was also highlighted that the centre is part of an operational power station and has a number of access restrictions, which would have been challenging to overcome.
“As the town of Pitlochry has been a long and loyal supporter of hydro generation, and in recognition of the number of people who visit our dam and fish ladder each year, we were keen to look into alternative visitor options.
“As we own the land on the opposite side of the dam, which also provides stunning views of the dam, we engaged with surveyors and planners to look at options for a complete new build.
“We are now at planning stage and are hopeful that a positive outcome will allow us to pursue options for a sustainable visitor centre to be developed some time in the future.
“In the meantime, we have made the decision to close the existing visitor centre and to install five interpretation panels at various points across the dam, each of them explaining different aspects of our hydro heritage.”
The planning documents state: “This option presents an opportunity to create a nationally significant visitor attraction that will deliver enhanced, tangible benefits for Pitlochry and the surrounding area, as well as raise the profile for the local operation and SSE as a national company.
“National significance will also be achieved through the quality of the environmentally sustainable building, the quality of the exhibition and the setting.”
The proposed site is adjacent to the existing car park, with the potential of providing additional parking for approximately 55 cars.
The proposed building would provide a welcome and orientation space, interactive gallery, cafe, education and community room, small specialist retail area and external viewing areas.
Pitlochry dam and power station commenced construction in the 1930s and became operational in 1951.
The fish ladder was built to preserve the salmon run along the river and its fish counter and viewing area have proved a popular draw for tourists. Another Pitlochry landmark could also be in line for a makeover.
Perth and Kinross Council has applied for listed building consent to repaint and carry out strengthening work on the century-old Port-na-Craig footbridge downstream from the dam. The 121-metre-long B-listed structure, which is part of the Rob Roy Way, remains in good condition, but “localised refurbishment and remedial works” are required.