LET'S be clear. The Malvern Hills are not the Swiss Alps, and neither can they be compared to Snowdonia or the Scottish Highlands.

The idea that the town should have a cable car system taking visitors to the Worcestershire Beacon which will magically attract visitors, improve the local economy and enhance the local environment is about as crass as it is possible to be.

Surely, it will simply make the town look ridiculous, unimaginative, thoughtless and money grubbing.

The hills are a wonderful place to walk and cycle. They accessible paths, some with wheelchair access, and stunning views.

There is a peace and beauty that can be simultaneously relaxing and inspiring.

Elgar knew that, and so do many of us today.

The last thing Malvern needs is an environmentally damaging development that will destroy the town's unique selling point and aesthetic value.

We need to invest in local green business, local arts and crafts, local food growers and food markets, renewable energy companies, decent affordable eco-housing, and not a dubiously fashionable scheme that will bastardise our natural and cultural heritage.

Place marketing should be about emphasising the good and the interesting, not the stupid and capricious.

Dr John Blewitt

Chairman

Malvern Hills Green Party