I wouldn't move back there for all the money in the world

Last year Ben Axford gave up his ?75,000-a-year job as a headhunter in London and moved to Cheltenham to set up a specialist cheese shop.

Despite taking a pay cut of almost ?60,000 he has never looked back.

The 30-year-old shop owner said: "I wouldn't move back to London for all the money in the world. There is so much hype about how great it is there, but when you look beneath the surface it's just not that great.

"The travelling times, the price of everything and never being able to move around freely all started to really bother me," he said.

Mr Axford had friends in Cheltenham and had always dreamed of running a gourmet cheese outlet, so decided to make the break. "It really makes you feel part of something when you walk along the street and bump into someone you know. Everyone's got more time for each other.

"The social life in London isn't what it's cracked up to be - all my friends lived an hour or more away."

Mr Axford's Ealing flat was burgled shortly before he left, strengthening his resolve to leave.

The lower cost of living, shorter journey times and better public services in Cheltenham all added up to a perfect package, Mr Axford said. "The local doctor's surgery accepted me onto their list straight away, and I was amazed when I needed an emergency appointment and they gave me one straight away."