A campaign by Leominster Heritage CIC
Early feasibility stagePut Leominster
on the A49.
Better tourist signage for one of Herefordshire’s historic market towns.
Thousands of vehicles pass Leominster on the A49, but there is very little to tell visitors what lies just beyond the bypass.
We think people travelling along the A49 should know what is here.
01 / The case for change
People drive past without knowing what is here.
Leominster is a medieval market town with more than a thousand years of history, a Priory, museum, Tourist Information Centre, The Grange, independent shops, a nationally recognised antiques trade and a remarkably complete historic town centre.
Our existing A49 brown signs show visitor facilities and onward destinations such as Berrington Hall and Croft Castle. They say little about the historic character of Leominster itself.
The provision appears concentrated on the northbound approach. We are asking National Highways to review both directions and confirm where improvements would be appropriate.
02 / A little perspective
Look what other towns have.
We want Leominster’s historic character and visitor offer to be communicated with the same confidence.
Photographs supplied to the campaign. Examples illustrate an approach to wording, not an assurance that the same scheme will be approved here.
03 / What we are asking for
A sign that tells people why they should turn off.
We are asking National Highways to consider improving and rationalising the existing tourist signage for Leominster on the A49.
We would like Leominster to be identified as a historic or medieval market town, with clear information about the visitor facilities available in the town centre and equivalent provision for motorists travelling in both directions.
We want the existing tourist-signing provision to work properly for the town, with a clear and considered approach to roadside information.
So much more than a name on a map.
- Leominster Priory
- Leominster Museum
- The Grange & Priory precinct
- Tourist Information Centre
- Medieval streets & town centre
- Independent antiques businesses
- Independent shops
- Cafés, pubs & restaurants
- Public parking
- Local accommodation
- Historic buildings
- Walking routes & local heritage
04 / Why it matters
One turn off the A49 can make a difference.
The A49 carries people immediately past Leominster every day. Encouraging even a small proportion to stop could bring additional footfall and spending into the town centre.
That means more visitors for the museum and Priory, more customers for independent businesses, more people discovering our antiques shops and more activity within historic buildings.
Leominster includes areas experiencing relative economic disadvantage. Supporting the visitor economy is one practical way of strengthening the historic town centre and helping maintain the buildings that give it its character.
05 / Why not Leominster?
Why should 11,230 people be too many?
National Highways’ standard includes a population threshold of fewer than 10,000 for the bypassed-community category of tourist signing.
Our campaign’s working population estimate is approximately 11,230. We are modestly above that figure, yet remain a relatively small historic market town, physically bypassed by the A49, with an established Tourist Information Centre, museum and substantial visitor offer.
We are asking National Highways to consider Leominster’s particular circumstances and advise which route, if any, could support improved signage. We believe the case deserves consideration on its merits.
About the figures and guidance
The 11,230 figure was supplied as a campaign estimate. Its reference year and geographical boundary are being checked before it is used in a formal submission.
CG 152, England National Application Annex, section E/6 sets out this category’s requirements. Existing signs, duplication, eligible attractions and road safety also matter. The population threshold does not describe every possible tourist-signing route.
06 / Where we are now
First, make the case.
Then, make it happen.
We will update this page as the project progresses.
Campaign position: 5 October 2026
- 01Initial investigationComplete
- 02Initial approach to National HighwaysSent
- 03Build local supportIn progress
- 04Discuss options with National HighwaysTo follow
- 05Agree locations and sign designSubject to approval
- 06Secure fundingTo follow
- 07InstallationSubject to approval
07 / Back the campaign
Help put Leominster on the A49.
Add your voice to the case for better tourist signage. You do not need to live in Leominster to support the campaign.
One public support entry per email address. Business pledges are recorded separately. Personal details are never shown publicly.
08 / Business pledges
Businesses,
back your town.
If National Highways confirms that a scheme is feasible, we intend to seek a mixture of external funding and contributions from local businesses and organisations.
We are currently seeking expressions of support and conditional pledges only. No money is being collected at this stage.
Business logos will not appear on official highway signs. Supporters may be acknowledged on the campaign website and associated publicity, subject to a separate agreement.
09 / A working allowance
What could it cost?
£15,000–£20,000
Indicative campaign allowance for a two-direction scheme.
This is an initial working allowance, not a quotation or agreed project cost. The final cost will depend on National Highways requirements, detailed design, sign manufacture, posts, foundations, traffic management and installation.
We will not begin collecting funds until the feasibility and approval route are clearer.
10 / Your questions
A few things to know.
Does Leominster already have brown signs?
Yes. The existing signs show facilities, including tourist information, a church, a museum and parking, alongside directions to Berrington Hall and Croft Castle. They do not describe Leominster as a historic market town. We are also asking for the provision in both directions to be reviewed.
Has National Highways approved this?
No. Leominster Heritage has made an initial enquiry. The campaign is at an early feasibility stage, with no approved scheme, sign design or installation date.
Why “Medieval Market Town”?
Because it describes Leominster’s historic character and immediately explains to visitors why the town may be worth exploring. The final wording and symbols would need to be agreed with National Highways.
Why not just advertise the antiques shops?
The proposal is for tourist and destination signage, not commercial advertising. Leominster’s antiques trade is an important part of its visitor economy and will form part of the supporting case.
Who will pay for it?
We expect any eventual scheme to require a combination of local contributions and external funding. No funding is committed and no money is being collected. The approval route and costs need to be understood first.
Who is running the campaign?
Leominster Heritage CIC, a community interest company working to research, promote and celebrate the history and built heritage of Leominster.
Leominster is already on the A49.
Thousands pass us.
Let’s give them a
reason to stop.
We just need the A49 to tell people why.