THE leader of Wychavon District Council has urged Droitwich people to be optimistic about the town's future - saying it is making "huge progress".

Councillor Linda Robinson has told your Droitwich News she believes the town's proud heritage, tourism appeal and its future planned growth are vital to ensure remain's one of the county's crown jewels.

Over the next 15 years around 410 new homes are set to be built in Droitwich under the emerging South Worcestershire Development Plan.

It comes at a time when the town currently has around 600 businesses, and its economic performance is well above the UK average.

Councillor Robinson, a Conservative who took over the leadership in May, says she is confident the town's retail offer will also improve as the town grows in size.

She also believes it can offer more competition to the likes of Malvern and Worcester for big-name shops as it expands in population - in turn helping the High Street.

"There are plenty of reasons to be positive about Droitwich," she said.

"It has fewer empty shops than the national average, low crime rates, award winning parks and a good range of affordable housing.

"But its biggest asset is its people who are passionate and care deeply about the town and are determined to see it prosper.

"That’s not to say there aren’t challenges, we know there are things that need improving, particularly around leisure and entertainment services in the town.

"But as the population grows over the next few years that will lead to new opportunities, and I'm confident Droitwich will increasingly be seen as an attractive place some of the larger ‘branded’ chains will want to do business in, which will help fill those gaps."

The extra homes will also lead to a council tax bonanza for the council, which says it will keep a key focus on trying to attract new employers in.

"On the employment side of things we are seeing huge progress," she added.

"Recently we’ve seen Magna open its new manufacturing centre which will create about 200 new jobs and Vax has occupied its new giant distribution and centre.

"Work has also started on the Worcester Six development which is just 10 miles away and will provide another strong reason for people to want to live and work in the area."