A STOURPORT councillor has called on highways chiefs to ensure the town remains accessible as work gathers pace to become a major tourist town.
Coun Ian Cresswell has welcomed a renewed focus on promoting Stourport as a leading visitor destination. He said the town must continue to build on its unique heritage and riverside attractions. This, he added, will unlock its ‘tremendous’ tourism potential.
But, as work to make Stourport a popular place for tourists continues, Coun Cresswell has stressed the importance of ensuring transport and traffic arrangements keep pace with the town’s ambitions.
Coun Cresswell said: “It is vital that any future transport proposals support both residents and visitors.
“As we attract more people to Stourport, we must also ensure that the town remains accessible and easy to navigate.
“Tourism growth and effective traffic management must go hand in hand.
“Stourport has tremendous potential.
“The challenge now is to make sure we continue promoting the town confidently, support local businesses and improve the visitor experience.
“We must demonstrate why Stourport deserves recognition as one of Worcestershire’s standout destinations.”
County officials have confirmed work on a revised Traffic Management Plan has moved into the next phase.
A stage one options report has been completed. Now a transport model is being developed to assess potential solutions before recommendations are published.
The final report is expected by late 2026 or early 2027.
Coun Cresswell said Stourport is entering an important period, with increased digital promotion expected to showcase the town to a wider audience across the region and beyond.
He said: “We have one of Worcestershire’s most attractive riverside destinations right on our doorstep.
“Stourport’s canals, parks, independent businesses and family attractions give us a fantastic story to tell.
“My vision is to ensure that more people discover everything the town has to offer.”
A recent tourism update confirms that Stourport has already benefited from regional exposure. This came through a feature on ITV News, which aired in April and promoted the town as a day-trip destination.
Additional digital marketing is planned throughout the summer holidays via Visit Worcestershire’s social media channels.
Coun Cresswell added: “Tourism promotion has changed significantly over recent years.
“People increasingly choose destinations based on what they see online.
“Every visitor who comes to Stourport supports local jobs and local businesses and brings real benefits to the local economy.”
