Changing times at Eastbourne

Cliffs near Eastbourne have proved popular with tourists for many years

The tabloids have dubbed it the Costa Geriatrica.

Although more than four million visit Eastbourne every year, it's never been able to shake off its reputation as a destination for the elderly.

But that could change under bold new plans put forward by the borough council.

It wants to reposition Eastbourne as a resort for younger people, with windsurfing instead of whist drives.

The problem is that the next generation of older holidaymakers will want something more than Eastbourne currently offers, so the town wants to start making changes now.

"Things are changing" say Norman Kinnish from Eastbourne Council

Norman Kinnish is from Eastbourne Borough Council,

"The number of elderly vistors is declining and we've been looking to find new markets. The over 35s will be blown away by what we have to offer. We have a fantastic quality of life and they have great spending power," he said.

A new marketing campaign breaks down the type of holidays available depending on lifestyle choices:

sport and activities

coast and countryside

cultural pursuits

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.

Things won't change overnight, but the aim is that by the time today's over-35s have become older holidaymakers, they'll be visiting a very different Eastbourne.