WILTSHIRE Council has pledged to keep investing in Salisbury’s city centre after revealing the area is one of the county’s strongest-performing shopping destinations.

Councillors have backed the next phase of the Wiltshire Towns Programme, which has supported events, businesses and regeneration projects across 22 communities over the past four years.

In Salisbury, funding has helped deliver popular events including the Taste of Salisbury Food Festival, attracting visitors and boosting footfall in the city centre.

The council said Salisbury continues to show strong and sustained growth in visitor numbers, alongside towns including Melksham and Trowbridge, with Westbury recording the biggest increase overall.

A further £700,000 has now been earmarked for the programme in 2026/27.

The package includes £250,000 for grants to support cultural events and bring empty shop units back into use, £200,000 to promote tourism through Visit Wiltshire, £80,000 to improve town centre workspaces and £70,000 to support local food and drink producers through the Wiltshire Marque scheme.

Cabinet Member for Economic Development Cllr Helen Belcher said: “The Wiltshire Towns Programme is making a real difference in our communities, helping our towns to adapt, grow and thrive.

“We’re seeing strong results, with increased footfall, more activity on our high streets and positive feedback from businesses and residents.

“This next phase will build on that success, using the remaining funding to continue supporting local economies, encouraging investment and helping our town centres remain vibrant and resilient.”