TRADERS in a north-east town have defended their shopping centre after an advertising campaign encouraged consumers and tourists to travel to York.

Advertising hoardings bearing slogans saying “I Love York” have become a common sight on bus services in the Darlington area, as tourism body Visit York attempted to draw more crowds to the city.

But businesses in the town have urged residents to support their own shops, with local councillor Mike Barker, who runs a health food store, saying: “It is obviously a commercial decision.

“I have noticed there is an assumption that you have to go outside Darlington to do specialist shopping, when in fact we have a range of different shops. It’s up to the people of the town to support them rather than go to York.”

Allan Draper, who runs a market stall and is president-elect of the National Market Traders Federation, said: “Darlington is an absolutely fantastic town with some amazing shops and amazing people.”

Visit York chief executive Gillian Cruddas said: “We know York is a favourite day out for visitors from the north-east region and it’s important we capitalise on this with a targeted campaign, offering lots of new reasons to visit York this summer.”

Arriva said the firm outsourced its advertising space and had little control over the content, but said: “We remain very loyal to Darlington.”