The Winnipeg Chamber of Commerce wants to beautify the drive from the airport, along Route 90 to the downtown. The project would cost about $7 million and includes features such as a barricade, landscaping and lighting.

The chamber says the drive now into the city isn't attractive to visitors or tourists. They want to replace the chain-link fence that exists now.

The chamber has submitted various proposals over the years to the city, but all have been turned down. They say visitors are welcomed to a nice airport, and then the view goes downhill.

"And then they get into a taxi or rental vehicle, and they go downtown and they see this horrible image of our city and it says, ‘Our city doesn't have a lot of pride in itself,’" said president and CEO Dave Angus.

With the human rights museum opening, this initiative is even more important now, Angus said. The chamber plans to present the latest plans to city council this week.