IT has been derided as "horrid" and a dowdy relation to its upmarket cousin Cheltenham.
But community leaders in Gloucester have come out swinging from the city's corner after it was listed among the 10 worst places to visit in the UK on a Channel 4 website.
The online Relocation Relocation poll, which invites visitors to vote on the best and worst places to live, has ranked Gloucester the seventh worst location in the UK.
Reviewers blogging on the site posted a series of derogatory comments, claiming it has "little or no history" and is "overrun with betting and charity shops".
However, those who really know said there was more to the city than may meet the eye.
Paul James, leader of the city council, said: "Gloucester is a great place to live.
"To say it has little or no history is laughable. We have got one of the finest Cathedrals in Europe and a very large number of listed buildings."
He added that Gloucester should not be seen in competition with neighbouring Cheltenham and that the two places had different qualities to offer.
"We've got some things in Gloucester that you don't get in Cheltenham and vice versa," he added.
"We should be working together to attract people to the county as a whole."
Independent traders spoke up against the charity and betting shops barb, saying the city was full of quirky shops you would not find anywhere else.
Dr George Haynes, manager of the Beatrix Potter museum, in College Court, said: "There are an awful lot of unique shops and we've got so much history too. It's really important that we plug these aspects of Gloucester and encourage people to come and visit."
Bosses at Marketing Gloucester pointed to Gloucester Docks and Kings' Square as up-and-coming areas which could attract investment into the city.
Digital marketing director Ben Hau said: "Gloucester is a fiercely proud city with so much going for it.
"I would challenge anyone making negative comments about the place to come and see it for themselves."
To see the online poll go to Channel 4 Best and Worst.com.