Once defined by deckchairs, sticks of rock, and donkey rides along the sand, the Great British seaside holiday has long been a national tradition. While its form has changed over the decades, its appeal in 2025 remains undeniable. The difference is in how people are choosing to enjoy it.
The post-war boom of the 1950s and 60s saw families flock to the coast for one or two weeks each summer. These extended stays cemented resorts like Blackpool, Brighton, Skegness, and Scarborough as household names. Over time, however, cheap package holidays abroad, low-cost flights, and the growing popularity of city breaks began to erode the dominance of the coastal getaway.
Today, the seaside is still a draw—but for many, it’s now a shorter escape. Tourism data shows that domestic overnight trips to the coast fell from 12.5 million in 2023 to 11.1 million in 2024, with overall spending down 4% year-on-year. At the same time, day visits are increasing, suggesting people still value the coast but are spending less time—and money—there.
Economic pressures are a significant factor. Rising costs for accommodation, food, and activities have made longer stays less affordable. The availability of budget flights to destinations with guaranteed sunshine has also shifted holiday habits. But the move towards shorter, more spontaneous trips is not solely about money; it reflects a broader cultural change towards flexible, bite-sized leisure.
Some resorts have adapted to this shift more successfully than others. In Lincolnshire, Skegness and Mablethorpe remain busy in summer, but much of the footfall comes from day-trippers. Hotels and guesthouses report fewer week-long bookings, while attractions such as arcades, mini-golf, and traditional funfairs continue to benefit from passing visitors.
Nationally, businesses that have diversified their offer are faring better. Butlin’s, the iconic holiday resort brand, continues to attract families for multi-day breaks while also catering to the growing demand for day passes. In East Yorkshire, destinations like Bridlington and Hornsea have maintained a balance between short-term guests and longer-term stays, aided by a mix of events, upgraded facilities, and improved transport links.
Despite these shifts, the emotional connection to the seaside remains strong. Generations of Britons associate the coast with childhood memories—building sandcastles, exploring rock pools, and enjoying fish and chips on the promenade. This nostalgia, paired with the sensory pleasures of sea air and open skies, ensures that even as the format changes, the draw endures.
Seasonality remains a challenge. Many coastal businesses see visitor numbers spike during warm summer weeks and drop sharply in winter. Rising operating costs have intensified the need for a year-round offer, prompting some resorts to introduce festivals, indoor attractions, and wellness retreats to spread tourism more evenly across the calendar.
Local councils and tourism boards are also playing a role in the seaside’s evolution. Investment in promenade upgrades, beach cleaning, and heritage restoration is helping to refresh the appeal of traditional resorts. Meanwhile, marketing campaigns are increasingly focused on positioning the seaside as a destination not only for families, but also for couples, groups of friends, and solo travellers.
The Great British seaside holiday of 2025 may not look exactly like the extended stays of the past, but its cultural significance is intact. Visitors may be more likely to arrive for a day or weekend rather than a fortnight, but the essence—sea, sand, and a sense of escape—remains unchanged.
With its blend of nostalgia and adaptability, the seaside is proving resilient. It has weathered competition from foreign travel, shifting economic conditions, and changing leisure patterns. Today’s holidaymakers are also looking for ways to make their trips more affordable, and sites like Vouchersgo—offering the latest verified discount codes for for everything from travel essentials and hotel stays to dining, clothing, and more—are helping them do just that. In the process, the seaside has found new ways to stay relevant, ensuring that future generations will still pack buckets, spades, and beach towels for a trip to the coast.
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