traditional seaside.
Eastbourne isn't above a light-hearted dig at the stereotype it has acquired.
In its new promotional material, it links afternoon tea to golf playing at one of the resort's four courses; thermals refers to a paraglider riding an air stream; and blue rinse describes the wash of sea and sky available for sporting activities.
Huge industry
Tourism is a huge industry in Eastbourne, generating about 30% of the town's revenue. More than 7,400 people are employed in tourism.
Eastbourne isn't alone in wanting to change its image to catch up with shifting demographic patterns.
Just this week Blackpool said it wanted to cut down on the tacky seafront gift shops in an attempt to woo back families and older people.
And last month, Working Lunch reported from Newquay in Cornwall, where the emphasis is changing to shorter breaks aimed at a more upmarket clientele.
But Norman Kinnish says it's important not to throw the baby out with the bathwater.
"We certainly don't want to alienate older holidaymakers, but to expand the range of facilities so there's more for the younger, more adventurous people who are increasingly coming to Eastbourne," he says.
There's no question of targetting the 18-30 crowd; he's seen other resorts come a cropper by going down that route.
Big events
Eastbourne already has events which draw in big crowds - top tennis, the country's biggest inline skating festival and a free airshow.
What it wants is more of these, alongside increased facilities for watersports, parascending and other activities.
To cater for this new breed of holidaymaker, hotels will be encouraged to move away from chintzy decorations to a more modern look.
It's hoped entrepreneurs will move in to set up new businesses to add to the mix and the whole scheme is tied in to massive regeneration plans for the eastern end of the seafront.
One-Minute World News
News services
E-mail this to a friend
Printable version
