But critics fear the change of direction would leave the narrow street choked with cars bombing down.

At the moment signs route newcomers arriving at Whitletts Roundabout via Dam Park and John Street.

Now South Ayrshire Council chiefs believe that way robs motorists of a scenic view of the town — and doesn’t entice them to stop and shop.

Councillors approved the erection of new £50,000 signage at last week’s full council meeting — which would direct people to Dalblair Road and other car parks.

Lesley Bloomer, director of economy, neighbourhood and environment, said: “It is about people being able to get to the High Street and into the town centre easily.” She said car parks were “poorly signed” and visitors never see a “hint of the town centre.” Councillor Ian Douglas said Sandgate was rife with cars squeezing into spaces beside pavements— which holds up traffic.

He said “Many people reverse into the spaces and pedestrians just step out.

“It holds up the traffic and more vehicles will make that worse.” Councillor William Grant said the road was “busy” enough at “peak times” without even more gridlock.

Ayrshire Roads Alliance boss Stewart Turner insisted: “Sandgate can accommodate that increase in traffic.” Councillor Hywel Davies said: “I have always found the town centre of Ayr a complete muddle.” Calls to open up Ayr High Street from businesses have been firmly rejected by the council.

South Ayrshire Council deputy leader John McDowall said a “rat run” would be created with no “benefit to motorists or pedestrians.” Councillor Hugh Hunter added: “I am incredibly disappointed that the decision has been taken not to have traffic in the High Street.

“I think cars travelling from the south down to the north would be perfectly fine and help businesses.

“If businesses are given the choice between a vacant shop in the High Street and Sandgate — they will choose the Sandgate every time.” Councilor Ian Cochrane said: “If you applied these restrictions to Prestwick it would have a detrimental effect.”