THE Secretary of State for Transport is “very sympathetic” towards a campaign to reinstate brown tourism signs on the upgraded A1(M), according to an MP.

Skipton and Ripon MP Julian Smith said he was optimistic businesses, shops and residents in Masham would see permanent signs to the area put up on the motorway, after holding a meeting with Justine Greening at Westminster.

The A1(M) upgrade has seen signs to the area removed, leading to many tourists missing the Masham turn-off and others struggling to find the town.

It is understood Masham and Wensleydale do not fit the current criteria for a brown motorway sign, which campaign group Masham On The Map, whose members include the Theakston and Black Sheep breweries, says is unacceptable.

Richard Compton, owner of Newby Hall, near Ripon, said: “Tourism is a huge economic and regenerative driver for a region’s economy and signage is an important way of developing the tourism market, generating new visitors to heritage properties.”

Mr Smith said the meeting with Ms Greening had been very productive and a review into the placement of brown signs was under way.

“She knows the area well and I am quietly hopeful that we will get the result we want eventually. I will continue to press ministers to ensure that we get Masham back on the map.”

At a meeting of Masham Parish Council last month, Councillor Flo Grainger praised recent moves to introduce temporary signs to the area on the motorway, saying the changes had contributed to an increase in visitors to the Masham Arts Festival.