The Market and Coastal Towns Association (MCTA) is a new and independent organisation which supports the development of vibrant, healthy and sustainable market and coastal towns across the south west. Established in October 2004 and supported by a range of regional organisations including the South West of England Regional Development Agency and English Heritage, the Association is charged with delivering the Market and Coastal Towns Initiative throughout the region.

The Initiative is an innovative community based regeneration programme for market and coastal towns and their surrounding areas. It is led by and driven forward by the communities themselves and requires all those involved to think and work differently. At the heart of the Initiative is the preparation by local people of a long term community strategic plan covering the social, economic, environmental and cultural futures of their towns and surrounding rural area and the provision of support to enable such plans to be implemented.