Businesses across Ipswich have said city status would bring "more investment, tourism and opportunities" to the area as they pledged their support for a fresh bid this year.
The comments come as speculation continues over whether King Charles' Coronation in May will be marked by a new competition.
"It's all about aspiration," said Cathy Frost, owner of Loveone in St Peter's Street.
"If you become a city, there will be more interest in the area, bringing more investment, tourism and opportunities for future generations.
"Contrary to what some people might say, we are good enough.
"This would raise our profile and bring a lot of prestige.
"It doesn't cost anything but the gain would be enormous."
Last month, a new bid to gain city status for Ipswich was launched and promoted by Ipswich Central.
The Future City Campaign has garnered significant political and business support.
A senior Labour shadow minister said he would back any future bid, while mayor John Cook said it would "demonstrate Ipswich is a place moving forward and not looking back".
Dave Courteen, the owner of Riverhills Health Club & Spa in Bramford, announced his support for a new bid.
"Anything that raises the profile of Ipswich will bring benefits to businesses," he said.
"Becoming a city would really help to attract more guests and tourism to the area.
"If you look at Norwich, it is the central place for Norfolk in terms of shopping and visitors.
"Ipswich is the county town of Suffolk and it often gets overlooked - so it should be the county's first city.
"There's no reason not to support this."
29-year-old Mizan Ali, the owner of MA Barber in the town's Microshops, also backed a new bid.
"I've always felt Ipswich would become a city and why shouldn't it be?" he said.
"It's good for business, it's good for investment and it would bring so many opportunities.
"For me as a small business owner who is looking expand, it would be really beneficial.
"It's what every town needs."
Last year, the town's city bid during the Queen's Platinum Jubilee celebrations was controversially dropped after it failed to get backing from MP Tom Hunt.
Nearby Colchester was instead granted the status.
Speaking on the new campaign from Ipswich Central, Mr Hunt said it was vital to show public support for a future bid.
He said: "I understand Ipswich Central and sections of the business community feel strongly about City status.
"I can also well understand why they are launching a public campaign to try and communicate some of the potential benefits of City status.
"I’m not blind to some of the potential benefits.
"I do though continue to be of the view that the views of local residents must be taken into account.”
Sophie Alexander Parker, CEO of Ipswich Central, said a fresh bid would "bring pride and prosperity" back to Ipswich.
"Ipswich should see itself as much more, the hub for the East of England, arts and culture capital of the East - Ipswich could be whatever it wants to be," she added.
"City status would bring additional funding opportunities and create a strong identity for the place, attracting more visitors and more people living in the centre.
"Businesses could benefit from higher visitor numbers to more opportunities for investment - Colchester is already seeing opportunities created from being awarded city status.
"This isn’t just for Ipswich though, this must also be for Suffolk.
"Wouldn’t it be great if Ipswich could become the first city in Suffolk and the first awarded by the new King?
"It is time we brought some pride back into Ipswich."
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