FREE parking will be on offer at Malvern Hills District Council’s car parks from December 1 to Christmas Day.
Visitors will be able to park for free in any of the council’s pay and display car parks.
The offer is open to all vehicles except HGVs and motor homes.
In previous years the council has provided free parking at weekends during December but has expanded the offer this time to offer extra support to traders affected by coronavirus restrictions.
Malvern Hills District Council leader Coun Sarah Rouse said: “We have been talking to traders and other stakeholders and decided to revise our free festive parking offer this year to provide additional support to traders during this challenging time, while balancing the financial pressure we are under as a result of the pandemic.
“Providing free parking after 3pm in the pre-Christmas December period is just one way we are supporting our traders during this challenging time.
“We’ll shortly be launching our Reassuringly Local campaign which will highlight why people should shop on their local high street with confidence.
“Even during the current lockdown, you can still support local traders by shopping with them online or taking advantage of their delivery or click and collect services.”
Visit www.malvernhills.gov.uk/town-centres for more information.
Mayor of Malvern Neil Morton added: “I am delighted the Town Council has been able to work with MHDC to secure free festive parking in Malvern.
“This has been an extraordinary and challenging year, with the Covid-19 pandemic affecting many businesses.
“Providing free parking after 3pm is a response to the request from local traders to help support them during these difficult times and I encourage residents to take advantage of this free parking scheme and to support traders by shopping locally.”