RURAL business owners have appealed to the National Assembly for help to raise £25,000 for the rescue of a travelling show devoted to promoting Welsh culture and excellence in England.

The Country Land and Business Association says the success of the voluntary supported Welsh Village has been overshadowed recently by a serious cash shortage after reaching the limits of its development.

Now the CLA has urged Rural Affairs Minister Carwyn Jones to find sponsorship for the village, which over the last three years has established itself as a kaleidoscope of arts, crafts, food, music, film, sport, traditional culture and technology ancient and modern.

Originally launched at the CLA Game Fair in 1999, the Welsh Village has seen its exhibitor numbers expand threefold.

This year's village will be made up of around 60 stands spotlighting the varied cross-section of Welsh skills and achievement at five English countryside shows and fairs which have a combined attendance of more than 320,000 people.

Jonathan Andrews, South and West Wales regional director, said: "During the summer it will be a major attraction at five leading rural shows and festivals across England."