Plans have been submitted to develop six glamping pods and a new shower block on land behind Mill Lane Nurseries off Mill Lane in Cleeve Prior, with the proposal currently under consideration by Wychavon District Council.
The application, submitted by Mr. and Mrs. Adams, outlines plans to introduce small-scale glamping accommodations on a field located behind the existing nursery. The local authority has opened a public consultation on the proposal, with residents and stakeholders able to submit comments until Sunday, July 14.
According to the planning application, the site already features a combination of established natural landscaping, fruit trees, and an open field that is accessible through the existing nursery entrance on Mill Lane.
The application states: “The site currently comprises a mix of established natural landscaping and fruit trees as well as a small open field, and can easily be accessed off Mill Lane, through the existing nurseries.
“Off-road parking for cars can easily be accommodated on the large existing nursery car park.
“It is enclosed by a dense buffer of existing landscaping along the western boundary, some of which is within the ownership of the applicant.
“The river Avon can be accessed via several public footpaths running along the site boundaries and is within a short walking distance from the site.”
Public feedback submitted during the consultation has reflected differing opinions about the proposed development.
Supporters have pointed to the potential economic benefits for the existing nursery business and the wider local tourism economy. Georgina Carr told the EveshamJournal: “I fully support this application from a small independent family nursery.
“It will help to sustain the business and bring much-needed tourism to the vale of Evesham and to Cleeve Prior.
“Any concerns about noise can be dealt with by sensible campsite rules with a noise curfew. I would also suggest a family or couples-only restriction.”
Others have expressed concerns about the impact of introducing overnight visitor accommodations into what they describe as a primarily residential area.
Jonathan Whitton commented: “The proposal introduces a tourism/leisure use into a quiet residential lane, fundamentally altering its character.
“A glamping site clearly fails to integrate with the existing residential function due to its transient occupancy and increased daytime and nighttime activity levels.
“Local residents have not been properly informed of this application, and no site notices have been displayed within the lane.
“This raises concerns that affected neighbours have not had a fair opportunity to comment, and the local impact of the proposal may not have been fully considered.
“I do not support this application.”
If approved, the development would represent another example of an existing rural business seeking to diversify its operations through tourism accommodations.
Across the outdoor hospitality sector, diversification projects that combine agriculture, horticulture, or retail with glamping have become increasingly common as operators pursue additional revenue streams while making use of underutilized land.
However, proposals of this nature often require applicants to demonstrate how visitor accommodations can be integrated into existing communities through appropriate site design, parking, landscaping, and operational management. Measures such as quiet hours, occupancy policies, and traffic management plans are frequently considered during the planning process to address concerns raised by neighboring residents.
Wychavon District Council will review the planning application alongside comments received during the consultation period before determining whether the development should proceed.