THE decision by the Three Counties Agricultural Society not to sell tickets for its events through Tourist Information Centres in Malvern and Upton strikes us as a retrograde step.

The TCAS says very few sales were done by this method and it does not expect to lose much business, but that is not the point.

The Three Counties Showground is among Malvern's greatest assets and one of the challenges facing anyone with the good of the district at heart should be how to link the showground more closely with the town and the district as a whole.

One way of doing this has been by the sale of tickets through TICs. As district tourism manager, Angela Lessimore, points out in today's newspaper, once ticket-buyers are in the shop they can be given information about events in the district and available accommodation.

Irrespective of business or administrative considerations, this move sends out entirely the wrong message and the decision should be reviewed.

It is an essential element of the future prosperity of the town that links with the Three Counties Showground should be strengthened.

Not for the first time, Ledbury showed Malvern the way this week with the launch of its new English Festival.

Wednesday's opening was the biggest St George's Day celebration in the region and attracted coverage by BBC television.

The event has taken a lot of organising, but has shown what is possible with a little enthusiasm.