Coast is clear: Which? reveals the UK's best seaside destinations
In the consumer champion’s annual seaside survey, coastal spots along the South West in Devon currently enjoying a surge of interest thanks to the hit film The Salt Path were among the highest rated, alongside destinations in the North East and Wales.
Some traditional seaside resorts, such as Blackpool and Southend, fared less well, while Bognor Regis received the lowest score from visitors.
Which? surveyed over 3,800 people about their experiences of UK seaside destinations in the last year, asking their views on a range of criteria including the quality of the beaches, scenery, food and drink offerings, accommodation, tourist attractions and value for money.
Bamburgh in Northumberland took the top spot in Which?’s survey for the fifth year running. With an overall destination score of 84 per cent, Bamburgh was given five stars for its beach, seafront, scenery and peace and quiet. One visitor said: “It's a gem. The beaches are sandy, clean and stretch for miles. There are walks galore, the food on offer is top notch, the feel is of a time gone by and there's enough history to delve into to last several holidays.” An average night's stay in Bamburgh is £130.
The picturesque village of Beer on the Jurassic Coast came second - after coming in 18th place last year. Surrounded by white chalk cliffs, the shingle beach is lined with fishing boats. One visitor said “Beer is charming, with beautiful coastal scenery and is full of history.” Beer scored five stars for scenery and four stars for value for money and peace and quiet.
Portmeirion, Gwynedd in North Wales known for its Italian-inspired, colourful architecture which was made famous by cult TV favourite ‘The Prisoner’ also had a score of 79 per cent. Scoring five stars for its scenery and seafront, one visitor said: “The place is superb in every way. It’s a beautiful setting with wonderful food and accommodation - perfect for a special occasion.” The average night for a hotel in Portmeirion is £134.
Another Welsh spot that impressed visitors according to the Which? survey was St Davids, Pembrokeshire. The UK’s smallest city also earned a 79 per cent destination score. One visitor praised St Davids for its “excellent facilities, lovely seafront, nice walks and excellent hotels.”
Another highly-rated Devon destination - and less than 10 miles along the Jurassic Coast from Beer - was Sidmouth. The beach town, known for its Jacob’s Ladder beach, was also home to Queen Victoria for a month when she was a baby. Visitors rated it five stars for food and drink, scenery and accommodation. The average stay for one night in Sidmouth was £160. One respondent called Sidmouth “a thoroughly charming, thriving English seaside town”.
Other seaside destinations that impressed in Which?'s survey include Tynemouth in Tyne and Wear (79%), Dungeness in Kent (78%), Tenby in Pembrokeshire (78%), Aldeburgh in Suffolk (77%), Wells-Next-The-Sea in Norfolk (77%) and Whitby in Yorkshire (77%).
In the survey, many popular seaside towns had middling scores. Despite their reputation as upscale or fashionable destinations, resorts such as St Ives (68%), Brighton (61%) and Margate (56%) scored poorly for peace and quiet and value for money.
Which?’s survey includes hotel prices from Kayak.com. For a more affordable experience, the consumer champion suggests booking accommodation somewhere within distance of a more popular destination. For example, a night in Whitstable was £136 but surrounding seaside towns were cheaper such as Margate (£96), Ramsgate (£99) and Herne Bay (£106).
At the bottom of the table, Bognor Regis, one of the sunniest places in mainland Britain, finished in last place with a destination score of 36 per cent and scored just one star in most categories. One visitor called it “'a run-down seaside town”.
However, one visitor said they loved the 'lights along the pier at night' and some survey respondents suggested that, with investment, it could recover its glory days. Bognor Regis has several developments in the works including an £8m regeneration of The Arcade shopping centre.
Bangor, Gwynedd, was just ahead of Bognor with a score of 38 per cent. One visitor called it “shabby”. Despite its low score, one respondent praised Bangor for its “stunning views across the Menai Straits” and for being a good base for North Wales and Anglesey. Bangor may not have a proper beach, but its pier is a Victorian triumph and remains much the same as when Lord Penrhyn opened it in 1896.
Some of the UK’s best-known seaside towns, including Skegness (54%), Great Yarmouth (50%), Blackpool (48%), Southend-on-Sea (43%) and Clacton-on-Sea (42%), also had lower scores.
Rory Boland, Editor of Which? Travel said:
“From beautiful coastlines to peaceful walks and charming traditional bucket and spade resorts, the UK seaside offers something for everyone - whatever the weather.
“While you may have your own favourite destination, as well as the top spots in Devon and Wales, our survey shows there are still plenty of beautiful hidden gems across the UK to explore.
“Some seaside resorts offer better value for money than others, so it is worth looking at surrounding areas of popular spots if you are looking for a cheaper overnight stay.”
ENDS
Notes to Editors:
Results are based on an online survey of 8,952 experiences from 3,872 Which? Connect panel members conducted Jan-Mar 2025.
Hotel prices from Kayak.com, based on hotels with a star rating of 3 or 4 from 1st June 2024 to 31st May 2025.
The table below shows the results of top 20 and bottom 20 seaside towns. The full table of results is available on request.
