A CO-ORDINATED effort to attract more visitors to Malvern is being planned by the town's traders.

They want to "put Malvern on the map" and make the town centre a more vibrant and attractive place.

"It's not just about lining the pockets of local businesses," said Robin Elt, chairman of the Great Malvern Association of Trade (GMAT).

"It's about making Malvern a better place to live and work."

At a meeting on Wednesday, traders agreed Malvern's many attractions should be bringing more business to the town. The traders plan to work to- gether on a number of initiatives over the next 12 months.

"A million people visit the Three Counties Showground each year. If only a fraction of these visitors came into town it would benefit Malvern tremendously," said Mr Elt.

Members of GMAT were pleased that appeals to the Royal Horticultural Society to change the name of the hugely popular Spring Gardening Show to the Malvern Spring Gardening Show had been successful. They believe local businesses can benefit as a result.

"If visitors come into town they mustn't be disappointed," said Mr Elt.

He said traders needed to work together to make shopping in town an enjoyable experience.

There will be various events during the Elgar Festival in May and June, including open-air musical performances, a balloon race and a specially-brewed Elgar Ale.

The town will also be making a bid for a prize in the Britain in Bloom contest by encouraging as many businesses as possible to bring colour to the streets with troughs, tubs and hanging baskets.

GMAT also hopes to capitalise on the town council's Bands in the Park events this summer, organise themed displays and activities during the Autumn Festival and offer something special to shoppers at Christmas.