A £125,000 investment in new toilets is poised to help people spend a penny.
The move will plug a gap on Blackpool Promenade where there are currently no public conveniences between Starr Gate and Central Pier.
A block of nine toilets is to be installed on the south side of Central Pier, subject to planning permission.
Town hall chiefs have agreed a deal which will see operator Danfo fund the £125,000 cost.
Danfo will take all the income from the toilets until it has recouped its investment which is expected to take around 32 months.
After that, the council will share the revenue with the 20p cost of using the toilets predicted to bring in £24,000 a year to the town hall coffers.
Coun John Jones, Blackpool Council’s cabinet member for highways and transport, said: “It will be a welcome improvement to have toilets on the Promenade in a central location.
“We feel this is a worthwhile proposal for residents and visitors.”
Ross Longbottom, UK sales director for Danfo, added: “Danfo has worked tirelessly with Blackpool Council to effect economies that have still enabled the service provision to be maintained to the same high standards.
“The company has also decided to fund and manage a much-needed facility on the Promenade at no cost to Blackpool Council. “
It is hoped the toilets will be in place in time for the start of the main season 2014.
Karen Burns, manager of the Bond Hotel on Bond Street, South Shore, welcomed the move but said she hoped the toilets would be accessible for all.
She said: “Many of our guests are wheelchair users and they go out to enjoy their day in Blackpool, but have to come back here to use our toilets because there are not enough public ones which are accessible to them.”