Blackpool received a boost this week when its beaches were voted the best in the world.
The resort’s sands put the likes of Miami and the Maldives in the shade according to travellers who took part in a Post Office survey.
It is the latest accolade for Blackpool’s beaches – South, Central, North and Bispham recently scooped Seaside Awards from Keep Britain Tidy for the second successive year.
Council chiefs believe the quality of the beaches is key to attracting more visitors to the town, and work is currently under way to ensure the bathing water reaches new standards being set by the European Union.
Coun Gillian Campbell, deputy leader of Blackpool Council, said: “I think a lot of people would be surprised about just how nice our beach is.
“It’s not only the cleanest it’s ever been; it also has some of the best views in the UK.”
She added that events like the Air Show proved how important investment in the Promenade was to the town.
Coun Campbell said: “It’s fantastic to see the season now in full swing.
“With the Blackpool Air Show and the terrific weather we’ve had this week we’re gaining some momentum and any time you go on to the Prom or the beach you can see the huge difference a bit of sunshine makes to the number of visitors.
“With some fantastic events to come, CATS at the Winter Gardens and the myriad of attractions we now have to offer we hope the positive atmosphere will continue into the back end of the season.”
This week a National Trust survey also found when asked to name the place on the coast that was most special to them, Blackpool “uniquely came out as the single most mentioned town” among North West respondents.