County Cllr Mike Gittus (Cons, Alcester), who pressed for the new limit, said: “Alcester has always enjoyed a feel-good factor, boosted by the success of our annual festivals which continue to prove popular.

“The work will improve road safety for all road users, because I know that slower speeds mean, less severe casualties in both pedestrians and road users.

“Apart from the road safety issue there’s also a benefit to the pleasant shopping experience by reducing speeds drivers and passengers can absorb the retail possibilities as they drive by.”