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Research into the visitor economy shows that market towns have the ability to draw people into rural areas for day trips and longer stays and to act as service centres for tourists on rural holidays and short breaks. A market in a market town is an integral part of market towns fulfilling both of these functions. Stabilising and growing the market offer in the county's market towns is therefore consistent with delivering on the county's tourism management plan that identifies market towns as critical to the success of a rural visitor economy. Markets also have the ability to promote distinctiveness. Understanding distinctiveness and experiencing it in a practical way is a main benefit that tourists are looking to gain from their leisure decisions and spend.
Markets have been an integral part of town centre economies and, with strategic planning, innovation, quality of offer and integrated management they have the potential to continue to play a significant role.
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