“However, when I mentioned my love for the place during a recent radio interview, I got the feeling the presenter wanted to stop the broadcast to check I was okay – and that’s the problem,” he said.
“The only way Newport will get the love and affection it deserves is if people start thinking about it differently.
“Because, when places get a reputation and nobody bothers to challenge it, it’s hard for them to start prospering again.”
Other places visited for his research included Sunderland, Bradford and Chelmsford.
Mr Aitken said that perhaps Newport could follow in Wrexham’s footsteps, the north Wales city having seen a change in fortunes since its football club was taken over by Hollywood stars Ryan Reynolds and Rob Mac – formerly McElhenney.
“Okay, so maybe Beyonce isn’t about to buy the Gwent Dragons rugby team, but that outlook still needs to change.
“Otherwise, rather than a destination, Newport will forever remain a place you simply pass through to get somewhere else.”