The controversial restoration of Kyre Bridge has already brought benefits for Tenbury Wells businesses, according to a local councillor who says traders are reporting improved footfall following the removal of traffic management measures.
Tenbury district councillor Duane Hubbard said feedback from a recent traders' meeting suggested the reopening of the route had provided a welcome lift for the town centre after months of disruption.
His comments come after some business owners warned it could take weeks for trade to recover following the completion of the works, which saw temporary traffic lights and congestion affect journeys through the town.
However, Coun Hubbard said there was already evidence that removing the restrictions had made a difference.
"The feedback regarding the removal of the lights was excellent, and it is obvious that having the road fully cleared has already made a difference to foot-fall," he said.
He added that the return to normal traffic flows at the start of the summer holidays had given local firms a timely opportunity to rebuild trade after a difficult period.
"Like many market towns nationally, Tenbury's shops are fighting hard in a very tough economic climate," he said.
"Seeing the congestion clear has brought a real wave of relief, and it is giving our businesses the clean slate they need to drive a strong summer recovery."
Coun Hubbard also defended the decision to carry out the bridge works when they were undertaken, arguing that postponing the project could have created bigger problems for both motorists and traders.
He said engineers had uncovered structural damage that was worse than first feared once work began.
Despite that, he said the project was completed within its original 12-week schedule.
While acknowledging the frustration caused by congestion, he said the repairs were essential to prevent the historic bridge deteriorating further and potentially requiring an emergency closure.
Coun Hubbard argued that an autumn or winter programme could have been hampered by poor weather and changes in brook levels, while works closer to Christmas would have created greater difficulties for businesses during a crucial trading period.
Looking ahead, he said traders were now working with Malvern Hills District Council's economic development and tourism teams on ways to build on the positive momentum and boost trade in the run-up to Christmas.
"Together, we are working on initiatives to maintain this positive momentum, increase town trade, and ensure we have a highly successful run-up to the vital Christmas trading period," he said.
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