An action plan that aims to help Malmesbury prosper and become a “retail destination of the future” has been unveiled.

It includes the creation of a Visit Malmesbury shopping guide, a town events calendar and guide, and an annual food festival.

It would also bring improvements to town centre parking, public toilets and street signage, establish regular markets and create a clearly defined Malmesbury identity, complete with a brand logo and leaflet.

Details of the plan have been released by the Malmesbury Town Team after months of research and consultation.

Group spokesman Gordon MacPherson said: “Everyone involved in Malmesbury’s town centre will benefit from the efforts of the Town Team, from retailers to local residents, tourists to businesses, in fact everyone who works, shops, eats or socialises within the ancient walls.”

The team’s research included a review of historic reports, shopper and business surveys, face-to-face interviews, resident catchment analysis, consumer and industry trends reviews and an online survey. A wide variety of stakeholders were consulted.

The Malmesbury Town Centre Action Plan will focus on five key areas: marketing and promotions, customer experience, retail, events and business support.

The team believes many of the plan’s priorities – such as improving shop window displays and encouraging consistent and extended opening hours – can be put into action quickly and relatively easily, taking into consideration the skills and resources available.

Mr MacPherson said the plan, alongside other initiatives, was “an important part of delivering a future vision that preserves the heritage and quality of life in Malmesbury and creates an environment where businesses, tourism, art and music can thrive and develop”.

The town team comprises groups ranging from the chamber of commerce and the residents’ association to Malmesbury Town Council and Wiltshire Council.

To see the plan, visit www. malmesburytownteam.co.uk