GENEROUS motorists are proving honesty really is the best policy for a market town.

Visitors have been flocking to Masham, near Ripon, North Yorkshire, since word got out about its honesty box for parking.

For a voluntary contribution of just 50p, drivers can stop all day in the picturesque market place.

At times, parking has been at a premium.

Parish councillor John Ellis, who runs a fish and chip shop, says so many drivers came one day that his staff had to find alternative parking spots in a private yard.

And Coun Ellis says many motorists are choosing to donate much more than the voluntary 50p charge.

Every day the box is full - not just with 50p pieces but £1 and £2 coins. There have even been £5 notes.

"The first time I emptied the box, I broke the key getting in, because it was absolutely full of money.

"Now we empty it every day and we're all very pleased at how it is coming along," he said.

So far, several thousand pounds has been collected in the box. This cash will avoid a parish precept being set and provide money for community facilities, as well as resurfacing the Market Place.

News of the box appears to be spreading far and wide and traders are feeling the benefit.

"It's just been tremendous all round. I reckon the publicity we received about the honesty parking would be worth many thousands of pounds to Masham," said Coun Ellis.

Sophie Gore, manager of the Mashamshire Community Office and the tourist information centre, said: "There's certainly been a lot of visitors around in the last two weeks.

"Just 50p for four people in a car is dirt cheap.

"People think it's very reasonable and I think they like the idea of not being told how much to pay - so they maybe pay a little more. It's certainly a lot cheaper than parking in Harrogate or Ripon."

The simple but popular scheme has even attracted the interest of a national car parking trade journal, which wanted to know the secret of Masham's success.