The Worcester City Centre Forum is urging people not to give up on city centre businesses, which have seen their takings cut by 30 to 40 per cent in the crucial pre-Christmas trading period due to floods.

"The Forum wants to underline that Worcester is still open for business," said Forum chairman, the Rev Paul Collins.

"But we ask workers and shoppers to think before they decide how to travel. People need to ask themselves whether they can come to town by bus, train, bike or on foot.

"If you can only travel by car, offer your neighbour a lift and help to reduce traffic congestion."

The comments came following the Forum's quarterly meeting when members took a "long look" at the way the floods had affected the city centre.

Forum members said they wanted to thank all those whose efforts had kept the city "working", and who had put in "many hours of overtime" in recent weeks.

"Local authority staff at both city and county councils, bus drivers and managers at First Midland Red, the police and other emergency services and the Territorial Army all deserve our thanks," said Mr Collins.

He said the Forum's thoughts were with those who had suffered losses, not only businesses but residents living in John Gwynne House, Warmstry Court and the Diglis area, who had been "directly affected by water coming into their properties".