Stunning Shropshire 'needs strong identity like Lake District'

The county has been "short changed" by the government because it fails to sell itself properly, a report by Church Stretton Town Council claims.

In a formal response to Shropshire Council's new 'economic growth strategy', the town council says the county needs more co-ordinated marketing and more investment in tourism infrastructure.

Rural broadband provision and transport links, particularly improvements to the A49 trunk road through south Shropshire, are also key, the statement, drawn up by town clerk Marian Giles on behalf of the council for the picturesque town nestled in the south Shropshire hills, says.

It has been issued in response to the county authority's new plan to boost the prosperity of the county as a whole over the coming years.

In the state ment Mrs Giles says: "Shropshire has long been short-changed by central government, which has particular needs as a sparsely-populated rural area.

"It has failed to establish a distinctive identity, either nationally or internationally, which may partly explain this lack of national investment.

"It has the landscape to match the Lake District and Peak District but it has lacked county-co-ordinated marketing and key infra-structure, such as hotels.

"It is to be hoped that the embryonic tourism and natural environment group, Discover Shropshire, will begin to address this deficiency, appealing to all ages, not only in terms of walking but of outdoor adventure, possibly linked to an emphasis on green tourism such as renewable energy and electric cars.

"Electric buses connecting the towns could reduce the ever-increasing traffic volume. Local food and drink, cultural activities and creative arts can enrich the mix.

"In any event, the development of the visitor economy needs to have a higher priority, promoting Shropshire to a wider audience both in the UK and abroad,"

Transport was key, she said, adding: "It is recognised that HS2 will primarily benefit the north and west of the county but more pressure needs to be applied to Highways England to allow more access points off the A49, more overtaking points to improve both safety and traffic flow in the north and south of the county.

"Improved rail connectivity is also important, especially to the south of the county, with greater pressure on the Welsh Assembly, which controls the franchise, to consider not only Welsh but English interests, linking more effectively with the West Coast line."

She said broadband connectivity was known to be "very poor" in south Shropshire, and the impact on tourism and business could not be ignored.

"As much of the economic growth in the coming years is going to be internet-based, this is the over-riding issue on which much faster progress is needed and that includes the development of skills in digital marketing.

"Shropshire Council could look into the provision of broadband via satellite for those who live in ‘not spots’ throughout the county.

"Digital connectivity is not a ‘nice to have’ it is now a necessity," she added.