Traders in a picturesque Somerset village popular with tourists have begun accepting the euro on a par with the pound following the fall in value of sterling.
Gift shops and a hotel in Dunster, set in Exmoor National Park, are offering the straight 'euro-for-pound' exchange rate in an attempt to attract more visitors from mainland Europe.
The wealth of the village, which is dominated by a Norman castle and has a main street of medieval houses, was built on its cloth making.
Antony Brunt, who owns the Yarn Market Hotel, said he hoped the offer would draw in a good trade for the New Year.
Mr Brunt, who is also chairman of the Exmoor Tourist Association, added: "There is a near parity at the moment on the exchange rate, and I thought we could go that little bit further and give some incentive to visitors."
Mr Brunt said he had introduced the offer after reading reports that a similar deal had provided a boost for retailers in Northern Ireland.
Large numbers of "euro-shoppers" from the Irish Republic have been visiting border towns including Newry and Enniskillen where some shops are offering direct exchange rates. They believe they can save at least 30 per cent on their weekly grocery shop.
Two years ago a euro was worth about 70 pence, now it has risen above 90p.
In Dunster, Mr Brunt said: "After what has been happening in Ireland, people going across the border to get a good deal, we thought we could do something similar.
"Tourism is one of the major industries in Dunster, so we need to keep doing things to attract those tourists.
"We feel that customers need to be given that extra incentive, especially customers from overseas and European customers.
"I think that the currency status at the moment is going to encourage UK visitors to stay in the UK, and it is going to make the UK more appealing for foreign tourists, so it is not all doom and gloom.
He added: "I haven't heard of anyone else in England doing this, I believe we are the first."
Another trader in Dunster, Mark Phillips, who owns the Coastal Living clothes shop, said: "We get a large percentage of European visitors and it just makes sense at the moment.
"We receive a lot of Italian and Scandinavian visitors and this is a positive gesture towards them.
"We have only just started offering it so we have not had anyone using it yet. Fingers crossed it will not be long though."
He added: "Of course I will keep an eye on the exchange rate and we can only do this if the near parity continues."
Tourist shops on the Royal Mile in Edinburgh say they have experienced a boom in post-Christmas shoppers due to an offer of equal pound to euro exchange rate. Many of the visitors were from Spain and Italy.
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That's the first step towards popular support of proper hard currency against local one: happens in all countries with high inflation and depreciating currency.
Gift shops and a hotel in Dunster, set in Exmoor National Park, are offering the straight 'euro-for-pound' exchange rate in an attempt to attract more visitors from mainland Europe.
The wealth of the village, which is dominated by a Norman castle and has a main street of medieval houses, was built on its cloth making.
Antony Brunt, who owns the Yarn Market Hotel, said he hoped the offer would draw in a good trade for the New Year.
Mr Brunt, who is also chairman of the Exmoor Tourist Association, added: "There is a near parity at the moment on the exchange rate, and I thought we could go that little bit further and give some incentive to visitors."
Mr Brunt said he had introduced the offer after reading reports that a similar deal had provided a boost for retailers in Northern Ireland.
Large numbers of "euro-shoppers" from the Irish Republic have been visiting border towns including Newry and Enniskillen where some shops are offering direct exchange rates. They believe they can save at least 30 per cent on their weekly grocery shop.
Two years ago a euro was worth about 70 pence, now it has risen above 90p.
In Dunster, Mr Brunt said: "After what has been happening in Ireland, people going across the border to get a good deal, we thought we could do something similar.
"Tourism is one of the major industries in Dunster, so we need to keep doing things to attract those tourists.
"We feel that customers need to be given that extra incentive, especially customers from overseas and European customers.
"I think that the currency status at the moment is going to encourage UK visitors to stay in the UK, and it is going to make the UK more appealing for foreign tourists, so it is not all doom and gloom.
He added: "I haven't heard of anyone else in England doing this, I believe we are the first."
Another trader in Dunster, Mark Phillips, who owns the Coastal Living clothes shop, said: "We get a large percentage of European visitors and it just makes sense at the moment.
"We receive a lot of Italian and Scandinavian visitors and this is a positive gesture towards them.
"We have only just started offering it so we have not had anyone using it yet. Fingers crossed it will not be long though."
He added: "Of course I will keep an eye on the exchange rate and we can only do this if the near parity continues."
Tourist shops on the Royal Mile in Edinburgh say they have experienced a boom in post-Christmas shoppers due to an offer of equal pound to euro exchange rate. Many of the visitors were from Spain and Italy.
----------
That's the first step towards popular support of proper hard currency against local one: happens in all countries with high inflation and depreciating currency.
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