Apply for a tourist sign
Tourist signs help drivers find eligible attractions and facilities. You must get our approval before installing a tourist sign on a road in Swindon.
Before you apply
Tourist signs are designed to guide visitors safely during the final part of their journey.
The following principles apply:
- signs must guide visitors along the most suitable route
- signs must not be used for advertising or promotion
- destinations may only be signed from the nearest A or B road
- signs must match the directions on your website and promotional material
You must pay all costs linked to providing the signs.
Check if your destination is eligible
A tourist destination is a permanent attraction or facility that visitors use. It must normally be open to the public without advance booking.
We assess each application individually.
Tourist attractions
Eligible tourist attractions may include:
- theme parks
- historic houses
- museums
- zoos
- leisure complexes
Read the tourist attractions criteria (PDF)
Tourist facilities
Check the criteria for your type of facility:
- Hotels, inns and bed and breakfasts criteria (PDF)
- Pubs, restaurants and cafés criteria (PDF)
- Retail establishments criteria (PDF)
- Recreation, entertainment and sports facilities criteria (PDF)
- Camping and caravan sites criteria (PDF)
- Youth hostels criteria (PDF)
- Tourist information centres and tourist information points criteria (PDF)
If your destination is not listed, tourist signs are not suitable. You may be able to apply for a direction sign instead.
Signs outside Swindon
We can only approve signs installed in the Borough of Swindon.
You must contact the relevant neighbouring council about eligibility and approval for signs outside the borough.
Signs on the M4 and A419 need separate approval from National Highways. Read the guidance on applying for brown tourist signs.
Application process and fees
There are three stages to the application process.
Stage 1: Initial assessment
You must provide evidence that your attraction or facility meets:
- the relevant tourist sign criteria
- professional or regulatory standards
- requirements for adequate off-street parking
- minimum opening hours
- other legal requirements, including planning permission
We will assess your application and tell you whether your request is approved.
The stage one fee is £100.
Stage 2: Detailed design
You must submit a design for the complete signing scheme. It must meet Department for Transport requirements and include an index of every proposed sign.
The design must take account of:
- road safety
- environmental impact
- traffic management
We charge £100 each time we check the submitted design. This fee applies until we approve it.
Stage 3: Manufacture and installation
You must appoint an approved contractor to make and install the authorised signs on the highway.
You must pay for:
- manufacturing the signs
- installing the signs
- any necessary traffic management
- our supervision of the contractor
We charge £100 to supervise contractors on site.
Design and installation service
We can design the signing scheme and oversee the purchase and installation of the agreed signs.
This service costs £400. It does not include the cost of manufacturing or installing the signs.
Manufacturing, replacement and removal costs
Manufacturing and installing tourist signs can cost from £450.
If a sign is stolen or damaged, you must pay the stage two and stage three costs of replacing it.
If you do not replace a missing or damaged sign, the route may become unclear. We may remove all related tourist signs.
You must also pay the cost of removing signs if:
- your attraction or facility no longer meets the requirements
- the signs were installed without approval
Apply for tourist signs
You can apply online using the following link:
Allow at least six months for the full process.