Great Yarmouth is part of cross-Channel project to help revitalise traditional markets

Known as Go Trade, the €5.6 million scheme will support footfall and the overall offer at nine traditional markets across England and France, including through special branding, new tourism itineraries and themed events, plus a click-and-collect trial.

The local launch with Great Yarmouth's market traders and retailers took place yesterday at Market Gates Shopping Centre. Over three years, Great Yarmouth Borough Council and Great Yarmouth Town Centre Partnership will work closely with these businesses, as well as 14 other project partners in both countries, to develop and implement the project.

Go Trade is funded with €3.8 million from the EU-funded Interreg France (Channel) England Programme, with additional support coming from local partners. Great Yarmouth has been awarded a €224,215 share, with additional support coming from the borough council.

The project supports the wider Town Centre Initiative, the council's additional year-round work to enhance the town centre as a destination where more people choose to live, work, invest and spend their leisure time and money.

Great Yarmouth is jointly responsible for creating a recognisable shared Go Trade brand which will be used at all nine markets. Targeted at local residents and tourist visitors, this will represent a mark of good quality and diverse local products sold by certified market traders who offer good customer service.

The Great Yarmouth markets will continue to be promoted as part of the borough's tourism offer, with the addition of market-focussed holiday itineraries, including excursions and deals. Go Trade aims to turn market places into a visitor experience for tourists by hosting an annual programme of themed events, helping to attract more visitors and increase their length of stay.

The traditional Market Place will also enter the digital market place, with Great Yarmouth chosen as one of just three locations to test a click and collect scheme for market traders. In addition, there will be business support to encourage more entrepreneurs, including young people, to trade.

Cllr Graham Plant, the council leader, said: "We are pleased to have secured this much-welcome investment for our markets and to be involved in this exciting cross-Channel partnership project. Go Trade supports our wider Town Centre Initiative and one of the key Masterplan projects we're progressing, which is the improvement of the Market Place and six-day market, with a vision for greatly improved markets supported by new service facilities.

"The Market Place and markets are an iconic part of the borough's rich built heritage and remain an important part of our community, local economy and tourism offer, so we look forward to working closely with market traders and businesses to revitalise and further enhance them for the 21^st century."

Town centre manager Jonathan Newman, of Great Yarmouth Town Centre Partnership, said: "The decline of traditional markets in the face of changing consumer habits is a problem facing many communities both in the UK and Europe. The opportunity to work with like-minded towns and cities in England and France to develop initiatives that aim to reinvigorate our own market is very welcome.

"The Town Centre Partnership looks forward to working with Great Yarmouth Borough Council, market traders, retailers and all stakeholders as well as our cross-Channel project partners to help make Great Yarmouth Market once again a must-visit destination for residents and visitors alike."

Carolyn Reid, Interreg France (Channel) England Programme manager, said: "The Go Trade project is a fantastic example of how collaborating with partners in France can help realise the potential of our shared cultural heritage, which in turn attracts new visitors to the region. We look forward to watching the project develop and seeing the economic benefits it will bring to Great Yarmouth and the other partner towns."

Twitter: @Channel_Manche #GoTrade