There were almost 200 per cent more deaths on country roads than urban ones in the south west last year, new data has revealed.

In the south west in 2021, there were 191 per cent more deaths on country roads than on town and city ones - nearly two thirds more than the national average.

Following the 2020 lockdown lull, rural road fatalities in the region increased by 19 per cent while the national increase was seven per cent.

Following analysis of the official figures from the Department for Transport (DfT), Jade Devlin, Rural Roads Specialist at NFU Mutual, said: “These latest figures confirm our fears that an increase in rural road traffic has resulted in an increase in the number of fatalities and casualties on countryside roads – with vulnerable road users generally bearing the brunt of it.

“NFU Mutual analysis also shows that in the past four years, over 4,000 people have been killed on rural roads, compared to just under 2,500 on urban roads.

“Rural roads are a lifeline to many isolated people and a shared space for the entire population, so this is a national tragedy which is rightly a key concern of our customers and the public at large.

“That is why, with our partners, we’re urging all road users to act now to ensure that any further increases in traffic on rural roads do not lead to a rise in tragic and avoidable deaths.”

Motorcyclists completed 1 billion miles on rural roads in 2021, an increase of 100 million on the previous year. This was accompanied by 225 motorcyclist deaths on rural roads in 2021 – almost one quarter (22 per cent) more fatalities than 2020.

With casualties also increasing, one motorcyclist lost their life every 4.4 million miles driven in 2021, with a serious injury every 430,000 miles.

In the south west, 25 motorcyclists tragically lost their lives on rural roads.

Nationally, there were also eight per cent more (509) rural road fatalities for car drivers and their passengers, with the south west seeing an 18 per cent increase to 67.

In the south west, eight cyclists lost their lives on rural roads in 2021, matching the number from 2020.

NFU Mutual conducted an online poll to find out what motorists think of safety on rural roads, and what they see as the biggest hazards.

Almost a quarter (23 per cent) of respondents said they had been involved in a collision or accident on a rural road.

When drivers were asked about their greatest concern when using rural roads, 36 per cent of respondents highlighted other drivers, with another 36 per cent expressing concerns surrounding vulnerable road users like walkers, cyclists and horse riders.

Winding and narrow roads were an issue for 18 per cent of respondents and agricultural vehicles represented the greatest concern for 10 per cent of drivers.

To tackle the issue of rural road safety, 36 per cent of respondents wanted to see reduced speed limits on countryside roads, with 20 per cent calling for more education for drivers visiting rural areas and 16 per cent asking for greater rural road safety education for rural dwellers.

To help road users navigate the unique hazards of rural roads, NFU Mutual has worked with its campaign partners to produce information on rural road safety. This can be found at nfumutual.co.uk/ruralroadsafety