TOURISM in Malvern will collapse if a district council proposal to relocate the tourist information centre is successful, councillors have warned.

And civic chiefs say the heart will be ripped out of the “declining town” if the proposal goes through.

Plans to move the centre from Church Street, Malvern, were criticised at a town council committee meeting this week.

Members of the public also voiced their concerns about the planned move to a new community building at the district council’s offices in Avenue Road, Malvern.

Cllr Jeremy Thomas said: “If we let it go we will find the tourist industry will collapse.

“I hope that this council plays an active part in telling the district council it’s not on.

“The building is worth keeping. I agree with the mayor – and that might be a first – it could be put on a better commercial footing.”

Cllr Thomas said the centre is a valuable part of the town and its value is never quantified.

Cllr Clive Smith added: “The council knows the price of everything and the value of nothing.”

John Dixon, vice-chairman of the Malvern Civic Society, said. “I see you ripping the heart out of Malvern. Malvern is a declining town,” he said.

“Its only hope is to rely on its chief assets – the [Malvern] Hills and its Victorian heritage.

“It needs to emphasise that to bring tourists to the town. Without tourists, Malvern is not going to succeed.”

The committee voted in favour of a motion proposing the formation of a working party to meet with the district council and to express the council’s strong opposition to the relocation of the centre.

In September, the district council voted in favour of a £1.4 million scheme to replace the existing council chamber at Avenue Road, which would also provide a new home for the TIC.

Cllr Phil Grove, district council leader, said: “This remains our preferred option.

“Not only will it help save the council £100,000 a year in running costs but it will also secure its long-term future, as well as bringing it closer to Great Malvern Railway Station and Priory Road Car Parks, which are well used by visitors."