Businesses in a picturesque market town say visitors are literally being driven away, after highways bosses removed its signposts from the A1.
An upgrade to the road closed the original junction for Masham, but no signs were placed at a new turn-off two miles to the south. Motorists have to drive another eleven miles north before reaching the next exit.
Traders say they've suffered a 20% fall in sales since the changes were implemented.
The Parish Council has complained to the Highways Agency, but has been told the town will have to pay for brown tourist signs, costing £32,000, which it says it can't afford.