Calne has been involved in a survey on the character and distinctiveness of England's small market towns.
The survey was carried out by the Campaign to Protect Rural England and included more than 100 towns across England.
The results of the survey have now been published with startling conclusions.
The survey found that many towns are threatened by bland and uniform new development with no local character, leaving them with serious traffic congestion and services stretched to the limit.
Tom Oliver, head of rural policy at the charity said: "Many of our market towns do not have the capacity to cope with major new development.
"Towns are suffering badly from development which damages their individual character, is insensitively sited or which threatens local businesses."
Calne Mayor Tony Trotman said unfortunately the town was faced with exactly these problems.
"We are getting over stretched on housing which puts pressure on education and health provision.
"The town council is concerned about this and we are looking at it through a steering group," he said.
The survey found just 20 towns that demonstrated good practice and were free of problems affecting the other towns.
Frome in Somerset and Wimborne in Dorset were cited as the most successful market towns with well-conserved heritage.
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