UK seaside town once snubbed now on verge of tourist boom after £18.4m splurge

A 'jewel' in the crown of Britain's east coast is polishing its reputation thanks to a huge £18.4 million investment.

Situated on the estuary of the Humber in North East Lincolnshire, Cleethorpes has been welcoming holidays since the 19th century, but suffered a bout of under-investment following the Benidorm boom - when Brits ditched the UK coast for cheap package holidays to Spain. Famed for its four miles of golden sandy beach, its 335ft-long pier, and 160-acre nature reserve - this tiny town really does offer something for everyone.

Of course, you'll also find rows of flashing arcades, award-winning fish and chip shops, and souvenir shops flogging everything from flavoured rock to fridge magnets. But, in recent years - Cleethorpes has been targeted by seaside snobs who have branded the town as 'run down'.

It's not the place to be if you're after iced matcha and tougher-than-wood piece of sourdough, but ambitious plans to transform the town are underway. In 2023, Cleethorpes secured more than £18.4 million of Levelling Up grant monies - spearheading a 'masterplan' to improve several key areas.

Pier Gardens, a stretch of public green land that runs along the seafront, is one of the first areas being rejuvenated. Construction, which started this year, will see the area turned into several overlapping zones to create a 'focal point for recreational activities.

It will feature a huge playground with slides, a water play area, terraced seating, and a performance zone to host small concerts or theatre performances. There will also be a reflection and memorial zone set within 'naturalistic planting schemes'.

Cleethorpe's Market Place will also get a makeover, establishing a 'flexible space for market and pop events to energise the area'. Improvements will be made to lighting in the area to improve safety, while a new green corridor will link St Peters Avenue and the seafront. Restaurants and cafes will be able to let diners eat alfresco, while green infrastructure will mitigate the town's wind.

Lastly, a new three-storey landmark building is set to be constructed at the former Waves site on the corner of Sea Road and the promenade, featuring state-of-the-art public amenities and changing facilities - as well as commercially lettable space across all floors. Impressive mock-up images show the building's sleek appearance, which sits opposite the iconic pier.

Even before the levelling-up funds were awarded to the town, Cleethorpes had been revamping itself thanks to other investments. This includes the popular shopping area of Sea View Street, the beach, and the Memorial Gate dedicated to our Armed Forces. This is a big part of Cleethorpe's image, as the Armed Forces Weekend attracted a whopping 355,000 last year, making it one of the most popular events of its kind in the UK.

Speaking exclusively to the Mirror, Councillor Hayden Dawkins, North East Lincolnshire Council's Portfolio Holder for Culture, Heritage and the Visitor Economy, said he was delighted with the town's plans and can't wait to see its transformation progress. "Cleethorpes is a jewel in the crown of Britain’s East coast," he added.

"Successful funding bids have supported a variety of great schemes across the length of the resort and that will continue in the coming 18 months as major projects start. This, in turn, has encouraged a growing number of local people and visitors to see Cleethorpes as a destination for day trips and holidays. Major events such as Armed Forces Weekend, really do showcase the resort on a national and even international stage, which is fantastic."

Cllr Dawkins also hailed Cleethorpe's 'cultural activity' that he says demonstrates how the community is 'involving itself and enjoying' its growing success. "We look forward to a very bright future here in Cleethorpes - a place to work, visit, live and enjoy," he added.

Getting to Cleethorpes will soon get a whole lot easier, after it was announced plans are afoot to bring back direct trains between the seaside town and London King's Cross for the first time since 1992. As previously reported, rail operator Grand Central is hoping to be given permission from Network Rail to start running the services again.

In a move that is expected to bring in a whopping £30 million in economic growth, the route would connect the English capital with Cleethorpes - stopping off at Doncaster, Scunthorpe, Grimsby, Thorne South, Crowle and Althorpe. Trains running four times a day could start running from as early as December 2026, if the plans are approved. This would slash the three-hour journey 'significantly', and remove the need for passengers to change trains.

Until then, those wanting to visit Cleethorpes from the Big Smoke will have to transfer at Doncaster. If you're flexible with dates, you can grab single adult fares for as little as £32.50. Alternatively, Brits can drive up the M11 and get to Cleethorpes in four hours and 15-minutes in the car.

Cleethorpes has long been a friendly destination for those on a budget, with a vast range of accommodation types. For example, a weekend's stay (Friday, June 27-29) at the Haven Cleethorpes Beach holiday park will only set you back £195. This is based on a family of four staying in a Saver Caravan.

If you're wanting something a little more luxurious, check out these charming apartments located right by the sea. Chicly decorated and just a four-minute walk to the beach - a one-bedroom apartment costs £550 on the exact same dates.

*Prices based on Trainline, Haven, and Booking.com listings at the time of writing.

What's your favourite UK seaside town? Let us know in the comments section below