From Monday 12 to Friday 16 March 2018 inclusive, visitors can enjoy the town centre for longer thanks to the free parking.

The initiative hopes to encourage shoppers to visit the town during Cheltenham's Gold Cup festival and to show support for the festival as well as for local retailers and businesses.

Car parks allowing free parking after 1pm each day from Monday 12 to Friday 16 March 2018 are:

• Bath Parade
• Bath Terrace
• Chelt Walk
• Commercial Street
• High Street
• Coronation Square
• West End
• Regent Arcade
• Rodney Road
• Royal Well (maximum stay 4 hours)
• Sherborne Place
• St Georges Road
• St James Street
• Town Centre East (formerly Grosvenor Terrace)

It is hoped that motorists, on average, will save around £3 per day on parking during this time.

Councillor Andrew McKinlay, cabinet member for development and safety, said: "Cheltenham benefits greatly during race week, it's a great atmosphere and visitors love coming here. But we do recognise that it can be a quiet time in the town centre and we hope that the free parking will encourage those who aren't watching the races to come and enjoy what the retailers and businesses have to offer.''

Kevan Blackadder, director of Cheltenham Business Improvement District (BID), said: "We had good feedback from our businesses last year that free parking in the afternoons had made a real difference. Too many locals stay away from the town centre during Race Week, but it's a great time to come into town.

"It's good to see that the council is again supporting this initiative, which I'm sure will help more businesses make the very best of the opportunities that Race Week brings."

Free afternoon parking during Race Week will only apply to council run car parks listed. It does NOT apply to Chester Walk, North Place, NCP Portland Street, NCP The Brewery, Sandford Lido or any other privately run car park in the town centre. It also does not apply to on-street parking.