TOURISM and trade go hand-in-hand in Upton-upon-Severn.

The town has a strong independent identity and an army of volunteers who work together to ensure that the annual festivals thrive and local business survives.

Upton’s Tourism and Trade Association committee has doubled in size, from six to 12, in the past year and there is just one empty shop in the picturesque town centre, compared with to half a dozen this time last year.

Angela Conway opened her gift shop, Number 24, in Old Street, Upton, in November last year and joined the committee a month later.

“It’s been really good,” she said. “The whole town has really recovered from the 2007 floods. There are new shops opening and, I think, we are really on the road to recovery. The annual jazz and blues festivals certainly help.”

Peter Webb, an active member of the 80-strong trade and tourism association, believes the recent growth in independent trade speaks volumes and, controversially, can be put down to the fact the town could soon get permanent flood defences.

Mr Webb said: “We did a survey and 85 per cent of the traders are for the flood defences and, I think, the reason we are getting new people moving in is because of the flood defences.

“It’s a little controversial because not everyone wants them, but I genuinely believe that if we don’t get them it will be a step back for the town’s trade.”

There is a range of independent traders in Upton, from specialist stores to family-run hotels. The Map Shop has attracted customers from all over the UK for almost 35 years.

Land surveyor Tony Atkinson, who opened the shop stocking rare and unusual maps in 1975, said people will always travel for a specialist service.

There is a fishing tackle shop and a handmade-chocolates factory; a handful of art galleries; the Upton Osteopathic Clinic; Upton Opticians; Severn Wheels, selling and servicing scooters and cycles; the Stocks Veterinary Centre; and Sammy’s Roses flower shop.

Richard Myers runs R & L Myers butcher and greengrocer in Upton’s High Street, and Lee Hammond recently opened Croome Antiques in Old Street.

To find out more about the local trade see upton.uk.net.