The Cross of St George is being flown on the flagpole in Church Street, Malvern.

It will stay there until after this weekend's May Day event in Priory Park, when it will be replaced by the the Union flag.

Church Street travel agent Select World Travel, which adopted the flagpole last year, decided to raise the Cross of St George on Saturday morning, to mark the national saint's day.

It was hoisted by Dave Bradley, of BBC Hereford and Worcester, who broadcast the event from a radio car.

Malvern's Wilf Mound, who watched the ceremony, said the gentleman's club that formerly owned the nearby Connell's building, put up the pole in the late 19th Century. It was one of the first steel tubes ever made.

"It's nice to see it restored to how it used to be," he said.

Mr Harrison plans to fly the flag again on St George's Day next year. He said: "Hopefully there will be more of a celebration."

St George's Day was also celebrated in Malvern with the annual parade by 300 Scouts, Cubs and Beavers, who marched from Avenue Road to an open-air service in Priory Park.

The steps at Malvern Theatres were used as a grandstand for the service of dedication, led by Scout chaplain Rev Alan Williams.