PRIME Minister David Cameron praised Chipping Norton's new trade and tourism initiative when he paid a visit to his home town on Friday.

Mr Cameron had been invited to a civic reception at the town hall by town mayor Councillor Mike Tysoe and members of the Experience Chipping Norton group.

The group, a team of local business owners who formed in 2011 and volunteer their time to forge links with the town's traders, community groups, charities, residents and visitors and encourage its growth.

Mr Cameron spent time chatting to guests and traders and the packed reception heard Mr Cameron ask for a "call to arms" to help the town prosper.

He praised the Experience team saying they were a team of people who were going to get things done and asked everyone, residents and businesses, to pull together.

"It's great to be in my home town with business men and women who make this a viable place to live," he said.

"There are challenges ahead. The growth of on-line shopping is a massive challenge for town centre shops and there is no single, straight answer. We need flexibility to make sure our town, district and county councils are working together to make our town centre vibrant and attractive. I think our district council is one of the most business-friendly councils in the country.

"The government is trying to help with things like employment allowance rebates and helping with small business rate relief.

"This is a call to arms to all of you. In Experience Chipping Norton you have a great idea to bring businesses together, to promote the town's shops and promote what Chipping Norton has to offer.

Mr Cameron said encouraging tourism was an important factor. He acknowledged there were places in the Cotswolds beyond Chipping Norton that get a lot more visitors and tourists and this was something the Experience team was hoping to address but said local people and traders had to help.

"To get behind the team you also sometimes have to put your hand in your pocket. You have a strong business advert here. It is a great place to live and a great place to shop.

"I love Chipping Norton, I live here and I want to see it prosper but there is no single answer to ensuring success.

"We all know that Chipping Norton has far more potential. If everyone helped this could be the start of something really big."

Cllr Tysoe said it was a pleasure to welcome Mr Cameron to the town hall in what he called "a unique event in the recent history of Chippy."

"This is a great turnout for what could be the start of something new; a joined-up and concerted effort to ensure that business in this town works with the rest of the town and vice versa," he said.