THERE is an opportunity for people living in the Ledbury and Colwall area to shape its future by commenting on the draft plan for a sustainable tourism strategy, writes CATHERINE SHOVLIN.

The publication, which can be read at Ledbury Tourist Information Centre, proposes 96 enhancement and promotion ideas for the Malvern Hills and surrounding towns.

Full details of the proposals will be discussed at public meetings at Colwall Village Hall on Monday, June 26, and Ledbury Market House on Tuesday, June 27, starting at 7.30pm.

The report gives the background to the Area of Outstanding Natural Beauty. It states that growth extended from the Malvern Hills when the Malvern Water bottling plant was set up in Colwall in 1892.

Railway stations at Colwall and Ledbury also influenced the interest in these areas.

An estimated 1.25 million visitors are drawn there each year, following in the footsteps of Charles Dickens, Florence Nightingale and Charles Darwin. Many come to see what inspired the work of Edward Elgar and George Bernard Shaw.

Visitors now refer to the 'quality of scenery', recreation opportunities, 'peace and quiet' and the character and heritage of places like Ledbury. They spend £28 million in the local economy.

The strategy is keen to promote Ledbury to tourists as bases from which to visit the Malvern Hills and to involve the community in the development of local projects.

Services and spending opportunities in the rural areas, villages and townships will be brought to the attention of visitors both before and when they arrive.

Bernard Lane of the University of Bristol will lead the meetings. He said: "We genuinely seek both criticism and approval to get the future of tourism in the Hills right in business and in conservation terms.

Six-page summaries of the draft are available from Ledbury Tourist Information Centre or by telephoning the AONB office on 01684 560616.