A town fears it is missing out on many visitors by not doing enough to promote its 'hidden gems' on the A34.

Abingdon Town Council is campaigning for brown tourism signs to be placed along the key route.

Brown tourism signs are designed not only to guide visitors to a destination, but also to indicate attractions that a tourist may not reasonably expect to find in that location.

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The motion has been proposed by councillor Jim Halliday and seconded by councillor Grace Clifton.

It comes following fears that the Abingdon is losing out on income from tourism.

Mr Halliday said: “Abingdon has a rich history and many historic buildings.

“Whilst local people know about, and visit, the County Hall Museum, the Abbey Buildings, the riverside, and the historic town centre, visitors are often really surprised to discover these hidden gems.”

The idea has been proposed to help boost Abingdon’s economic vitality.

It has been supported by the council who are now writing to the Chief Executive of National Highways to request that the signs are installed.

National Highways oversee the maintenance of all major road networks in the UK.

Mr Halliday added: “I am very pleased that the Town Council has agreed to investigate the practicality, and cost, of installing ‘brown tourist information signs’ on the A34, as these could pay a key role in publicising Abingdon, and so give a boost to the economic vitality of the town.”

Local MP Layla Moran has supported the proposals, saying they would be a step towards Abingdon getting the recognition that it deserves.

She said: “Local people are incredibly proud of Abingdon’s rich history, including being the oldest town in Britain to be continuously inhabited!

“From the County Hall to the Abbey Buildings, there are so many fantastic things to see and do in the town.

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“I would be delighted to see tourist information signs going up along the A34, to help make sure that Abingdon gets the attention it deserves.”

Abingdon has a strong claim to be England’s oldest town.

Archaeological digs have shown that this was one of the earliest areas where human beings settled in the country.

Objects such as axes that date back almost 400,000 years have been found in the local area.

Abingdon Civic Society works to promote the down and maintain high standards of historic conservation.

Hester Hand, chairwoman of the society, said: “The Civic Society would very much welcome brown tourist signs on the A34 to alert passing traffic to the fact that there is a historic town close by which makes an ideal stop-off point.

“Many of us have travelled through France and seen how successful the signs are at creating opportunities to find unexpected, interesting places.

“As well as our historic buildings, our other main attraction is the river, so ideally the sign would include a symbol to highlight our riverside location as well.”