Market towns represent a great tourism resource and can provide a strong focus for rural tourism. In return, tourism can provide an impetus for revitalisation of market towns helping to support their sustained prosperity, at the same time generating spend, creating employment, and supporting the viability of a wider range of facilities and services for local communities.

A Better Welcome for Market Towns is an integrated programme designed by amt-i to help Market Towns in the West Midlands develop themselves as visitor destinations. It is a three year programme supported by funding from Advantage West Midlands. All West Midlands' market towns who have successfully applied for the Better Welcome Programme can access more detailed information, downloads and links by registering for a username and password.