Wiltshire Council approves £700k plan for local economic growth
Funding boosts retail, tourism, and vacant unit revitalisation
Wiltshire Council Leaders have approved a £700,000 economic growth plan aimed at boosting the local economy by promoting retail and tourism sectors and utilising vacant town centre properties.
The Liberal Democrat-led Cabinet approved the funding package, which includes a £250,000 small grants programme dedicated to filling empty shops, £200,000 to bolster the visitor economy, and £50,000 towards the Invest in Wiltshire programme.
Over the last four years, Wiltshire Towns Programme has supported various local events to increase footfall, investing £1.45 million in initiatives such as the Taste of Salisbury Food Festival and Chippenham’s pop-up park.
Despite economic pressures from changing consumer behaviour and increased business rates, footfall in Wiltshire has grown, with January to April 2026 data showing many towns outperforming others in the South West and nationwide.
Westbury, Melksham, and Salisbury experienced notable year-on-year increases, while towns such as Marlborough and Devizes showed exceptional month-on-month gains.
Notably, footfall in Calne and Melksham rose by 3.3 per cent, and Westbury saw a 3.5 per cent increase compared to last year.
Cllr Helen Belcher, cabinet member for economic development, emphasized the importance of towns capitalising on their unique strengths to become hospitality, shopping, or tourism destinations.
The council has successfully leveraged nearly £1.4 million in combined public and private investment through the Vibrant Wiltshire Vacant Unit Grant scheme, revitalising over 20 empty premises.
The delivery plan includes various allocations to support food, tourism, and investment:
£70,000 for Wiltshire Marque to support local food and drink businesses
£80,000 for town centre workspace upgrades
£200,000 to promote tourism through Visit Wiltshire
£50,000 for the Invest in Wiltshire initiative
The Wiltshire Marque, launched in October 2024, aims to promote local produce and support high streets, expanding its membership from 30 to 75 businesses.
Following the closure of Swindon & Wiltshire Local Economic Partnership in 2024, plans for a new inward investment platform are underway, with advice for businesses provided via the SWLEP website.
Meanwhile, Swindon has launched its inward investment brand, Make It Here.