THERE is no surprise that this year's Ludlow Festival has had a bad time as a result of severe weather which put off visitors and deterred last-minute bookings.

New proposals revealed in this week's Advertiser could be a welcome departure from past traditions.

An expanded festival and changed format for next year, the 49th, should ensure that it reaches the age of 50 in 2009. The festival will run from June 21 to July 6, 2008.

A new chairman and her committee are propelling the festival forward in an effort to secure the event for future generations.

Their blueprint for next year will be unveiled at a meeting in January. Appetities are whetted for the announcements on the open air group with which Ludlow Festival will join forces.

The two-week run in Ludlow will set the tone for another elsewhere and should attract the interest of a larger pool of performers.

Meanwhile, the Teme Valley is attracting attention in faraway China as the place to visit as recommended in a daily newspaper.

Another feather in the cap is the Christmas shopping special from London to Ludlow for Saturday is fully booked. Passengers will have four hours in the town, including entry to the Medieval Christmas Fair - a good example of car-free tourism.

The charter market could be an increasing money-spinner and visitors may come back for short breaks once they have tasted local foodstuffs and Teme Valley hospitality.