The constituency is generally rural, with a single large town - Great Malvern - which is an important tourist centre, spa town and famed for its associations with its most celebrated resident, Edward Elgar.
The town is perhaps best known for its exceptionally pure spring water after Dr Wall wrote in 1756 of its medicinal powers. It is now exported all over the world.
The population tends to be middle-class and middle-aged with high levels of car ownership and owner-occupation. Unemployment is low. In the west the constituency is overlooked by the Malvern Hills, in the east by Bredon Hill and in the main valley the River Severn meanders through pleasant English countryside. Fruit growing and agriculture are very important to the local economy.
At local authority level, Conservative domination is matched only by the complete dearth of Labour support. Across two borough councils - Wychavon and Malvern Hills - Labour does not have a single councillor. In contrast, the Conservatives have 22, the Lib Dems 13, the Greens one and there are nine independents.
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