An iconic seaside town attracting four million tourists every year has been named the ‘worst’ coastal destination in the UK – but £40m plans to regenerate the area could turn things around
A popular UK seaside resort has been savagely ranked the ‘worst’ in the entire country, despite £1.39m of investment being pumped into the town.
Bognor Regis, on the south coast of England in West Sussex, sensationally came last in Which?’s latest league tables* for the best seaside destinations in Britain. Scoring a meagre 36 per cent ‘overall destination score’, Brits gave the town just one star for most categories – including its seafront/ pier, tourist attractions, scenery, shopping offerings, and value for money. The town’s beach and accommodation options both received two stars.
Holidaymakers who participated in the survey branded the town – which is known as being one of the sunniest places in mainland Britain – as ‘run-down’. This echoes previous league tables where Bognor Regis was described as ‘tacky’ and ‘dirty’.
READ MORE: UK’s ‘most underrated’ seaside town now booming after huge £2m makeover
Despite grappling with its reputation, there’s no denying Bognor Regis’ unwavering popularity. Each year, it attracts a whopping four million tourists – a number likely to keep growing thanks to the likes of Butlin’s, which recently spent £1.8 million upgrading its complex in the town.
Boasting a Victorian pier originally built in 1865, a slew of golden sandy beaches, rows of arcades, and plenty of fish and chip shops – Bognor Regis still possesses all of the quintessential coastal must-haves. One recent visitor argued they loved the ‘lights along the pier at night’, while other respondents suggested that Bognor Regis could recover its glory days with the right investment.
Speaking to the Mirror, a West Sussex County Council spokesperson described the town as having a ‘rich heritage, strong sense of community and a growing ambition for regeneration’. “Significant progress is already underway, including the recent £1.39 million Esplanade Public Realm Improvements,” they added.
“These works have enhanced pedestrian, cyclist and disabled access from the high street to the seafront, introduced traffic-calming measures and crossing facilities, added new planting, seating and litter bins. The improvements are designed to create a more welcoming and accessible public space. They form part of a broader economic growth and investment strategy for Bognor Regis, as outlined by the Arun Growth Deal delivered in partnership with Arun District Council. Within the seafront area, nearly £40 million of approved investment in Bognor Regis is planned.”
However, the hefty investment hasn’t gone down well with all residents – with one local dubbing it a ‘scandalous waste’ of money. According to reports, resident local Lucy Burch also snubbed the regeneration, arguing: “People are not happy half the parking spaces have gone replaced with flower beds and a side walk when there’s a big enough promenade and a path the other side. [It’s] an absolute waste of money time and effort. Maybe it was done to bring in tourism and make it look attractive, but it hasn’t worked.”
West Sussex County did not explicitly respond to criticism of the investment when approached by the Mirror. A spokesperson did, however, add: “We are supporting Arun District Council and working closely with local partners to ensure Bognor Regis continues to evolve as a welcoming and attractive destination for residents and visitors alike. Looking ahead, we are actively developing further initiatives to enhance public spaces, support local businesses and promote the town as a destination for leisure and culture.”
‘We are open for business with a warm welcome’
Bognor Regis Mayor, Cllr Gill Yeates said she doesn’t recognise the town described in the recent survey by Which? She added: “Bognor Regis offers a traditional seaside experience with its family-friendly beach, historic pier, and enjoys repeat visits from holidaymakers who come back year after year.
“We are in a great location nestled between the sea and the South Downs National Park providing a base for visitors to explore the wider area or enjoying the tranquil coastline. Bognor Regis is consistently rated in the top two sunniest UK destinations. We are open for business and you can be sure of a warm welcome.
“The town is currently undergoing a multimillion pound regeneration programme with the much-loved theatre being refurbished outside and in and a new hotel currently being built. Butlin’s has also made significant investments, including the amazing PlayXperience which is open to non-residents.
“The town centre hosts a good variety of local independent shops and national retailers in a vibrant high street, with themed markets planned through the year. The Town Council also have a programme of free events which are sure to appeal to all ages.”
The UK seaside town league table from best to worst – ranked by Which?
Top 20
- Bamburgh: 84%
- Beer: 80%
- Portmeirion: 79%
- Saint David’s: 79%
- Sidmouth: 79%
- Tynemouth: 79%
- Dungeness: 78%
- Tenby: 78%
- Aldeburgh: 77%
- Wells-Next-The-Sea: 77%
- Whitby: 77%
- Lynmouth: 76%
- Nairn: 76%
- Saint Andrews: 76%
- St Mawes: 76%
- Swanage: 76%
- Broadstairs: 75%
- Bude: 75%
- Lyme Regis: 75%
- Robin Hood’s Bay: 75%
Bottom 20
- Ilfracombe: 55%
- Littlehampton: 54%
- Mablethorpe: 54%
- Ramsgate: 54%
- Skegness: 54%
- Fishguard: 53%
- Barton on sea: 52%
- Cleethorpes: 52%
- Lowestoft: 52%
- New Brighton: 52%
- Ayr: 51%
- Great Yarmouth: 50%
- Weston-super-Mare: 49%
- Blackpool: 48%
- Burnham-on-Sea: 46%
- Fleetwood: 46%
- Southend-on-Sea: 43%
- Clacton-on-Sea: 42%
- Bangor: 38%
- Bognor Regis: 36%
*Which?’s results are based on an online survey of 8,952 experiences from 3,872 Which? Connect panel members conducted between January and March, 2025.
Does Bognor Regis deserve to be called the worst UK seaside destination? Have your say in the comments section below