On the rocks: Which? reveals the UK's favourite seaside destinations - and trendy towns that failed to impress
Which? surveyed over 5,300 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, accommodation, tourist attractions, shopping and value for money.
Bamburgh in Northumberland took the top spot in Which?’s survey for the sixth year running. With an overall destination score of 84 per cent, Bamburgh was given five stars for its beach, seafront and scenery. Visitors praised the “lovely beach overlooking Bamburgh Castle” and the “spectacular coastal scenery.”
The North East maintained its strong performance in the survey, with Tynemouth, Tyne and Wear coming second and scoring an impressive 82 per cent. Tynemouth scored five stars for its seafront/pier and food and drink, with one visitor praising its “wonderful fish and chips.” Another visitor praised the “magnificent” golden sand beaches.
Fife in Scotland claimed two places in the top ten. St Andrews came third with a score of 81 per cent and scored five stars for its beach, tourist attractions, scenery and seafront/pier. The “home of golf” was just ahead of Crail (80%), which scored five stars for its seafront and scenery and took joint fourth place.
Another spot that impressed visitors was Aldeburgh, Suffolk with a score of 80 per cent. Just an hour up the road, the quintessential seaside town of Southwold, with its Victorian pier, scored 78 per cent.
The Essex seaside town of Frinton-on-Sea charmed visitors this year with a score of 80 per cent and scored five stars for its peace and quiet, beach and seafront. One visitor called it the “perfect place for those who just want a day at the seaside with no frills and no noise.”
Nearby Clacton-on-Sea failed to make the same impression and scored just 48 per cent. Despite low scores including one star for peace and quiet and scenery, the classic seaside resort has the largest pier in Europe and visitors praised its “excellent amusement facilities.”
Other seaside destinations that impressed in the Which? survey included Portmeirion in North Wales (80%), St Davids in South Wales (79%), Bude in Cornwall (78%), North Berwick in East Lothian (77%), Plockton in the Scottish Highlands, St Ives in Cornwall (77%) and Swanage, Dorset (77%).
In the survey, many popular seaside towns had middling scores. Despite their reputation as trendy destinations, Margate (53%) and Newquay (55%) received just one star for peace and quiet and two stars for value for money.
Visitors commented that Margate’s town centre was ‘run down’ but many praised its independent shops and famous Turner Gallery, while even Madonna has declared herself a fan of the seaside town. One visitor said: “Margate is quirky and not overly commercialised. It's got some great events and places to eat and shop. It's still a bit rough around the edges but it knows it.” Margate’s event space, Dreamland, is especially busy with summer events which may put people off going for a quiet break.
Popular surfing spot Newquay scored 55 per cent, receiving just one star for peace and quiet. The beach town is popular for stag and hen parties and young surfers. One visitor said it was “great for youngsters and surfers but not so good for older visitors”. Another said “Newquay is a brash and overly busy seaside town. There are better beaches and towns nearby which are quieter.” Despite this, visitors praised the “wonderful beaches” in Newquay and they received four stars for this category.
Made famous by the TV sitcom Gavin & Stacey, Barry Island received a destination score of 54 per cent. One visitor said “Unless you are a big Gavin and Stacey fan I'd give it a miss.” Visitors described the seafront as “a bit tacky”, however the beach scored three stars and one visitor said it is an “old fashioned and lively seaside town, great beaches and interesting walks.”
At the bottom of the table, Bognor Regis finished in last place with a destination score of 41 per cent and scored just one star in most categories. Visitors commented that it was “tired” and needed “major rejuvenation.”
Other seaside towns towards the bottom of the table were Burnham-on-Sea in Somerset (48%), Southend-on-Sea in Essex (47%) Lowestoft in Suffolk (46%), Great Yarmouth in Norfolk (46%), Bangor in Wales (46%), Blackpool in Lancashire (46%) and Fleetwood in Lancashire (46%).
Rory Boland, Editor of Which? Travel said:
"The North East has emerged as this year’s favourite seaside spot, a reflection of its outstanding beaches and the fact that holidays here can be fantastic value for money.
“It also shows that there are special seaside towns in every corner of the UK. From Swanage to Plockton, Southwold to Conwy, you’ll have a great time in many of the country’s lesser-known destinations, and should save some money too.
“Whether you're returning to a much-loved seaside town or discovering a hidden gem, there’s something for everyone.”
Notes to Editors
Results are based on an online survey conducted in January-February 2026 of 5,320 Which? Connect panel members who told us about 11,999 experiences of visiting a UK seaside town for leisure purposes in the previous year (i.e. since January 2025). Sample size in brackets. Star ratings A dash (-) means too few responses to include a star rating. Destination score based on satisfaction with the location and likelihood to recommend. The final data hasn't been weighted and may not be representative of people who have visited these destinations.
For the full table of results please request from the press team.
Table of Top 30 and Bottom 30
Which? looked at hotel prices from Kayak, based on hotels with a three or four-star rating, using searches made from 1 April 2025 to 31 March 2026.
The consumer champion found that a quality seaside break doesn't always mean paying top prices. Frinton-on-Sea (80%) has an average hotel price of just £94 a night, while Bude, Cornwall (78%) averages at £95. Whitley Bay (75%) costs £81 on average. Deal, with a respectable 72 per cent score, would set you back £95 a night. These destinations offer something for everyone, and are almost £100 cheaper than the destinations in the top five of the survey.
About Which?
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