Malvern Hills District Council is offering free parking during festive events this year.
The council have pledged free parking for all Saturdays throughout the month of December, after traders voted on a recent poll to confirm which day would be best.
The offer has been introduced to encourage residents and visitors to shop locally during the festive season.
Visitors are also being encouraged to take advantage of the events on offer across the three towns.
The offer comes just in time for late night shopping events held in Upton-upon-Severn on December 2 and Tetbury Wells on 2, 9 and 16 of December.
There are also festive events on offer such as the Christmas Augmented Reality Trail throughout December, Barnards Green Christmas Extravagnaza, the Great Malvern Farmers' Market on 18 December and much more.
Portfolio Holder for Tourism and Economic Development at Malvern Hills District Council, Cllr Daniel Walton, said: "We are keen to attract shoppers and support local businesses across the three towns during the festive period.
“Free parking plays a role in bringing extra trade during this important time for retailers and we hope it will encourage everyone to support their local traders and our town centres."
The offer starts this weekend, and shoppers are encouraged to follow Government guidelines and to wear masks in shops and public transport.
For more information, visit www.visitthemalverns.org/christmas.
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