Visitor numbers to Ledbury's Heritage Centre were down this season by 8,000, compared to last year's record-breaking figures.
Statistics show that between April and the end of October this year, there were 37,000 visitors to the Church Lane attraction.
But voluntary donations from visitors almost doubled, from £647 in 2000 to a new record high of £1,160 in 2001.
Sales of souvenirs, fact sheets and postcards show a fall from £5,376 to £4,326.
Ledbury Tourist Information Centre supervisor Chris Clarke said: "Perhaps it is the foot and mouth factor. But on the whole, we've had a good season."
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