AN AMBITIOUS blueprint for Wallingford involving a covered market, a new riverside pub and a special town currency has been drawn up to attract more visitors.

Developing a Unique Selling Point for Wallingford, a report for South Oxfordshire District Council by consultants, says the town’s history and riverside charm should be promoted to boost the local economy.

Among its recommendations are: l Trialling town centre pedestrianisation on Saturdays l Developing a covered market and crafts venue l Setting up a ‘Wallingford Pound’ for tourists to spend in local shops, trading on the town’s historic past as a former Royal Mint l Building a riverside pub-restaurant l Investigating the feasibility of removing buses from the Market Place.

The report also suggests developing a co-ordinated programme of events across the town, castle and river, with a dedicated arts and events management team to attract more people to the town.

The report coincides with the appointment of a new town co-ordinator who will start promoting Wallingford in a bid to attract more visitors.

Deborah O’Brien has been appointed by the district council to boost the town’s profile, improve its branding, and encourage tourism.

Among her priorities is promoting use of the River Thames, drawing more customers to the town’s independent shops and advertising the town’s links with the popular ITV detective series Midsomer Murders.

The consultants’ report says: “In more recent times, the town has suffered somewhat from a lack of identity and attractors.

“The appearance of the town suggests an element of neglect with very few shop facades doing justice to their rich history.

“Its shopping offer has declined in response to the competition from nearby Didcot, and traffic management in the town could be improved.”

It also suggests the ‘Wallingford Pound’ could boost local shops.

Similiar schemes, which issue coins that can only be spent in participating shops, have been successful in Lewes, Brixton and Totnes, and in tourist destinations in America.

District councillor Rodney Mann, said: “The first thing I’ve asked to happen is the simplest and quickest recommendations, rather than the more complicated and difficult ones, for example to do with traffic.

“All I can say at the moment is ‘most’ will be carried out.”

lsloan@oxfordmail.co.uk