Blackpool is already renowned for its attractions, seven miles of beach and vibrant Promenade.
Now the resort is bidding to become a beacon for customer service.
Around 2,500 frontline tourism workers are to be trained to the same standard reached by staff and volunteers at the 2012 London Olympics.
And if the target is reached, Blackpool will be the first seaside town in the UK to achieve WorldHost Recognised Destination status.
The World Host scheme, which was founded in Canada, is being rolled out by the Blackpool Tourism Academy (BTA) with the aim of training at least half of the town’s tourism workers from waiters to ride operators, hotel receptionists to shop assistants.
Coun Graham Cain, Blackpool Council’s cabinet member for tourism and leisure, said: “We’ve all experienced what excellent customer service feels like, but to actually deliver it day in, day out is a different matter.
“Regardless of which attraction, shop or restaurant they visit, we want visitors to feel like a valuable tourist who is welcomed.
“Hopefully, this project will help make more people return to the town, thus bringing more money into local shops and businesses which in turns creates and secures jobs.”
Nigel Kilgallon, director at Blackpool Pleasure Beach and chairman of the BTA Board, said: “The Blackpool Tourism Academy has received almost £1m of government support though the Employer Ownership Pilot fund to co-invest in a range of vocational training programmes that will lift the skills set of our workforce and offer opportunities to other tourism and retail businesses in the town.
“Quality customer service is a key driver of success for any business in Blackpool and we want all businesses large and small to help us become the UK’s first seaside resort with WorldHost status.”
Paula Clark, Blackpool’s WorldHost training co-ordinator, said: “This a fantastic opportunity to embed world-class customer service skills across the resort - from hotels and guest houses, to taxis and public transport, to shops, cafes and other leisure and hospitality businesses.”
For more information about Blackpool’s campaign to achieve WorldHost destination status and all related training opportunities contact Paula Clark on (01253) 477315 or email@example.com