Blackpool has made it into the top five places that people want to visit for a short break holiday.
According to new figures the resort is the fifth most popular “staycation” venue in the country, only beaten by Cornwall, Devon, the Lakes and London and up from ninth place last year.
And the survey shows that more people are choosing to take multiple short breaks rather than a traditional two-week holiday.
The news has been welcomed in Blackpool, which has been aiming to turn day visitors into two-day break takers in a bid to improve its tourism economy.
The survey from Travelodge revealed the number of Britons taking a two-week holiday has fallen by 46 per cent over the past five years.
This trend is evident in Blackpool, where 17 per cent say they are taking a two-week holiday, down from 30 per cent in 2011. Nationally, the figure has dropped from 35 per cent to 19 per cent.
The study also found that Britons will be spending significantly more this year compared to the last five years on their UK holiday.
On average they say they will spend £501.28 on their UK break, while in Blackpool, the average spend is £496.11, compared to £416.97 in 2014.
The study also revealed that 54 per cent are booking four short UK breaks so they have something to look forward to throughout the year.
Shakila Ahmed, Trave-lodge spokeswoman said: “We have become a nation of value seekers post-recession and in order to get the maximum benefit from our holiday entitlement we are using our allowance in bursts throughout the year rather than all in one go, as short breaks make us happier than one long holiday.
“This is a trend we are seeing across our 504 UK hotels, with bookings for short breaks up to record levels in 2015. This double-digit growth is mostly seen in key seaside locations such as Blackpool.”
Coun Gillian Campbell, deputy leader of Blackpool Council said: “It is great that Blackpool is becoming increasingly popular as a staycation destination. We’ve done a great deal of work to regenerate and promote the town so it’s good to see that is having a positive impact.
“Over the past few years, we have had a very clear strategy of converting day trippers into staying visitors.
“We have done that by staging world class shows such as Mamma Mia! and Cats, and by developing the Resort Pass concept, which gives visitors a chance to visit all of the resort’s attractions over a number of days and at a discounted price.
“If more people are choosing to sacrifice their traditional two-week holiday abroad and instead opting for more short breaks in this country, we need to ensure that Blackpool is a destination of choice.”