About This Site

Who We Are

This site is dedicated to the protection of the Wellhead Valley, the Westbury escarpment and the wider Wiltshire countryside. It brings together history, evidence and ideas from many years of public campaigns against damaging road building and urban sprawl, especially the long-running A350 Westbury Bypass proposals.

The project grows out of the work of local campaigners, environmental organisations and concerned residents, including those who came together under the banner of the White Horse Alliance. While this is not the official site of any single group, it draws heavily on their research, public inquiry evidence and policy engagement.

Our aim is to make that knowledge accessible in one place and to continue the conversation about how West Wiltshire – and the A36/A350 corridor more broadly – can move towards cleaner, fairer and lower‑impact transport and planning solutions.

What This Blog Is About

Focus on the Wellhead Valley and Westbury Escarpment

At the heart of this site is the Wellhead Valley, a tranquil chalk valley lying below the Westbury escarpment and the iconic White Horse. This landscape is not just a pleasant view from the A350; it is:

• a distinctive piece of rural England, shaped by centuries of farming and settlement;
• a haven for biodiversity, including chalk grassland, hedgerows and wet valley habitats;
• a breathing space for nearby communities, offering quiet, dark skies and clean air.

We explore how this landscape developed, how it came close to being carved up by major road schemes, and why it matters for present and future generations.

The A350 Westbury Bypass Campaign

The A350 Westbury Bypass has been a recurring proposal, promoted as a solution to traffic, congestion and economic growth. For many people, it sounded like a straightforward improvement to the local road network. In reality, the scheme raised serious questions about:

• landscape protection, particularly the impact on the Wellhead Valley and the setting of the White Horse;
• noise, air pollution and carbon emissions from extra traffic and induced demand;
• the erosion of countryside heritage and the character of Westbury and nearby villages;
• whether road building really offers lasting relief from congestion.

This site documents the history of that campaign, from early proposals through to crucial public inquiries, inspector decisions and shifts in national environmental policy. We look at the evidence presented by campaigners and authorities, and at what was – and was not – learned along the way.

Road Building, Urban Sprawl and the A36/A350 Corridor

The A350 Westbury Bypass is only one part of a much bigger picture. Across the A36/A350 corridor, there has been a long series of schemes aimed at making it easier to drive through West Wiltshire, often with limited consideration of wider impacts.

This site explores:

• how road projects can unlock development land, fuelling urban sprawl into previously open countryside;
• the way that incremental schemes, each justified on its own terms, can gradually fragment landscapes and habitats;
• the cumulative effect on clean air, climate commitments and rural tranquillity.

By putting these pieces together, we challenge the idea that each road scheme is an isolated decision and argue for a more strategic, low‑impact approach to movement and growth.

Why the Wellhead Valley and Wiltshire Countryside Matter

A Living Landscape, Not Empty Space

Much of the land threatened by bypasses and sprawl is treated on maps and in reports as almost empty: green shading around the edges of settlements. On the ground, it is anything but empty.

The Wellhead Valley and surrounding countryside support:

• working farms and long‑established land management patterns;
• public rights of way, used daily by walkers, riders and local residents;
• historic features and archaeological remains that tell the story of the downs and valleys;
• interconnected wildlife habitats, from grassland to hedgerows and streams.

We aim to restore the sense that the countryside is a place of value in its own right, not simply a gap between towns waiting to be filled with new roads or housing estates.

Clean Air, Climate and Quality of Life

The way we plan roads and development in West Wiltshire has direct consequences for:

• air quality in Westbury and along the A36/A350 corridor;
• carbon emissions from transport, the UK’s most stubborn source of greenhouse gases;
• noise levels, especially in quiet valleys and on the escarpment;
• access to nature and green space for local communities.

This site approaches transport not as a narrow engineering problem but as part of a public health and climate challenge. We explore how seemingly local decisions add up to national outcomes on clean air, emissions and the future of rural England.

Lessons from the A350 Westbury Bypass

What the Public Inquiries Revealed

The public inquiries into the A350 Westbury Bypass brought together council officers, consultants, campaigners and local witnesses. Their evidence covered traffic forecasts, landscape assessments, air quality modelling and policy tests.

Across that process, some key themes emerged:

• Road schemes often overstate benefits and underestimate environmental costs.
• Once land is committed to major infrastructure, pressure for further development quickly follows.
• Alternatives – especially sustainable transport and better local planning – are frequently under‑developed or sidelined.

We use this material to show how the planning and appraisal system operates in practice, and where it has failed to protect the Wellhead Valley and similar landscapes elsewhere.

The Role of the White Horse Alliance

The White Horse Alliance played a central role in bringing together local groups, national NGOs and professional expertise to challenge the bypass.

On this site you will find:

• accessible summaries of arguments originally set out in technical reports and inquiry proofs of evidence;
• explanations of how the Alliance used planning law, landscape policy and transport appraisal rules;
• reflections on campaign tactics – what worked, what did not, and what might be done differently in future.

The story of the White Horse Alliance offers important lessons for anyone facing similar road building campaigns elsewhere in rural England.

Towards Better, Low‑Impact Solutions

Rethinking Transport in West Wiltshire

If endless road building is not the answer, what is? This site explores alternative approaches to movement and access along the A36/A350 corridor and within towns like Westbury, Trowbridge and Warminster.

Topics include:

• rail and bus improvements that offer realistic alternatives to car-based commuting and freight;
• local walking and cycling networks that link homes, schools, shops and rail stations without channelling people onto fast main roads;
• demand management tools – from parking policy to freight routing – that address congestion without carving new routes through countryside.

By gathering examples from elsewhere in the UK and beyond, we show that sustainable transport is not an abstract ideal but a practical set of choices.

Planning for People, Not Just Traffic

Transport decisions cannot be separated from land‑use planning. How and where we build homes, workplaces and services determines how much traffic is generated and whether people have real options besides driving.

We examine:

• how some development patterns lock residents into car dependence from day one;
• how more compact, well‑served locations can reduce pressure for new roads and protect outlying countryside;
• how local and national planning policies can be used to defend landscapes like the Wellhead Valley.

Our goal is to highlight planning choices that prioritise:

• community quality of life;
• countryside heritage and landscape character;
• long‑term environmental resilience, not short‑term traffic fixes.

What You Will Find on This Site

Historical Archive and Campaign Story

We are gradually assembling a historical archive of documents, maps and summaries relating to:

• the evolution of the A350 Westbury Bypass proposals;
• key decision points and public inquiries;
• submissions, assessments and alternative routes considered over the years.

Alongside this we present a narrative of the campaign to protect the Wellhead Valley, placing local events in the context of changing national transport and environmental policy.

Analysis, Commentary and Policy Debates

New posts will explore ongoing and emerging issues, such as:

• fresh proposals for road improvements along the A36/A350 corridor;
• the latest government strategies on road investment, net zero and clean air;
• how national decisions filter down into Local Plans and Local Transport Plans in Wiltshire.

Where possible, we will translate technical material into plain language, while providing references and links for those who want to explore the details.

Maps, Images and Landscape Perspectives

Understanding the impact of road building means looking closely at place. The site will therefore feature:

• maps showing proposed and past alignments of the A350 Westbury Bypass and related schemes;
• photographs and descriptions of key viewpoints on the Westbury escarpment and in the Wellhead Valley;
• comparative illustrations of how different options would affect landscape character and access.

These materials are intended to help readers imagine what is at stake – what would be lost, and what could be safeguarded.

Who This Site Is For

This site may interest:

• residents of Westbury, West Wiltshire and the surrounding villages who want to understand how transport decisions affect their countryside, health and daily lives;
• campaigners and community groups facing similar road building proposals elsewhere in rural England;
• students, researchers and practitioners in planning, transport and environmental policy seeking a grounded case study;
• anyone who cares about the future of landscape protection, clean air and rural England.

We aim to provide material that is accessible to non‑specialists yet robust enough to inform serious debate.

How We Work

Evidence‑Based, Landscape‑Led

This site is rooted in the belief that the landscape itself should guide decisions. That means starting with:

• the character and functions of the Wellhead Valley and the Westbury escarpment;
• the ecological, cultural and recreational value of the Wiltshire countryside;
• the wider climate and air quality context.

From there, we examine proposed transport and development options against a simple question: do they enhance or erode these assets?

Where possible, we base our conclusions on published evidence, inquiry documents and official data. Opinions are clearly signposted as such, and sources are referenced so readers can form their own judgements.

Independent but Connected

Although the roots of this project lie in particular campaigns and organisations, this site is intended as an independent resource. We acknowledge our perspective – strongly in favour of:

• landscape protection;
• sustainable transport;
• and the defence of rural England from unnecessary and damaging schemes.

At the same time, we welcome engagement with a wide range of stakeholders, including those who may disagree with our conclusions. Constructive debate is essential if West Wiltshire is to find better ways forward.

Get Involved

Share Knowledge and Memories

The history of the A350 Westbury Bypass and the defence of the Wellhead Valley is held not only in official files but also in the memories of local people.

If you have:

• photographs, documents or maps related to the bypass proposals, public inquiries or landscape changes;
• recollections of meetings, protests, or moments when the campaign turned a corner;
• technical insights into transport, planning or environmental assessment;

we encourage you to share them so that this collective story can be preserved and understood.

Follow New Developments

Road building and development pressures have not gone away. Proposals continue to surface for upgrades and reconfigurations along the A36/A350 corridor, and new Local Plan cycles can reopen questions that many thought settled.

By following this site, you can:

• stay informed about emerging schemes and consultations;
• access background material to help you respond effectively;
• see how local issues connect to national debates on transport and the environment.

Our Hope for the Future

The Wellhead Valley, the Westbury escarpment and the surrounding Wiltshire countryside represent far more than a backdrop to traffic flows. They are part of a living, shared inheritance that can either be steadily eroded or carefully handed on.

This site exists because many people believe that:

• new roads and urban sprawl are not inevitable;
• there are better, low‑impact ways to move people and goods through West Wiltshire;
• sustainable transport, countryside heritage and community well‑being should come first.

By documenting the past, examining the present and imagining different futures, we hope to support decisions that keep the Wellhead Valley and its neighbours as places of beauty, biodiversity and quiet enjoyment – not as sacrifice zones in the name of short‑term convenience.

We invite you to explore, question and contribute.