BUSINESSES in Malmesbury are bracing themselves for one of their busiest periods of the year as the Badminton Horse Trials gallops into action just under ten miles away.

The world famous event, which got underway yesterday, will see more than 200,000 equestrian enthusiasts pour into the area over five days.

The huge influx of people will generate an estimated £3 million for businesses in and around the North Wiltshire town.

The UK’s largest paid entry sporting event, which winds upon Sunday, is the social and sporting highlight of the equestrian calendar – and arguably even busier than Christmas for some Malmesbury businesses.

Chairman of the Malmesbury Chamber of Commerce Aimee Frankham said: “Badminton is extremely important to businesses in the Malmesbury area.

“It’s a vital few days for the local economy with hundreds of thousands of people coming to the area.”

Many local businesses, from catering firms to those specialising in equestrian related clothing and other goods, have already set up their stalls at Badminton’s internationally renowned shopping village, which has become a big attraction in its own right.

Ms Frankham said the event especially generated income for hotels and accommodation providers, as well as for pubs, restaurants and cafes.

She said: “There isn’t a massive footfall in the High Street but people do come into Malmesbury from Badminton during the day, as well as the evening, and the knock-on effect filters down to the grassroots level of the small trader.”

She said that an additional bonus to the local economy was the increasing popularity of Thursday’s dressage event.

“Committed eventers are arriving here on the Thursday now instead of on the Friday – which is absolutely great news for us,” she added.

Malmesbury’s tourist officer Claire Mann said that hotels, guest houses and bed and breakfast accommodation throughout the Malmesbury area was “heaving”.

She said: “People book up well in advance – they have to to ensure they have somewhere stay.”

People who were leaving it late to find somewhere to stay were invariably left disappointed, she said.

Ms Mann added: “The pubs will also do very, very well in the evening.”