CAIRNS' only gay-friendly bar is planning to dump its name and image as it steps out of the closet and into new clothes.

Owners of Sapphire Bar in the Cairns CBD are pushing to capture a greater slice of the mainstream market.

While advertised as a gay bar when it opened four years ago, a limited market and financial pressures have convinced owner David Sharman of the need for change.

But he refuted suggestions the gay community would be left stranded, claiming the bar would welcome all patrons, regardless of their sexual preference.

"In hindsight, it shouldn’t have gone gay because we don’t have the population," he said.

"The tourism industry is suffering, so there’s less jobs and less gay people in Cairns. We just have to be consistent and say it’s not a gay bar any more, it might take years, it might take weeks. There is no need to segregate the community, we want to integrate the community."

Mr Sharman said the bar attracted plenty of beautiful women but a stigma attached to homosexuality made men fearful of entering.

"Our main demographic on Friday night is hen’s parties but they have to go somewhere else to pick up guys," he said.

"A lot of guys get nervous. Football players come in here, have a drink, see the pretty girls and get nervous for being here.

"Other major venues are accommodating the gay market."

Mr Sharman said the bar doubled its turnover earlier this year when the USS Essex brought in around 4000 American sailors who were unaware the bar was gay-friendly. The bar is planning to launch a renaming competition and singles’ night.

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