MANY young people don’t know what there is to do on the English coast, research from the Bournemouth-based National Coastal Tourism Academy (NCTA) says.

The academy says the research could transform the way coastal destinations market themselves to the under-35s.

It says its report, Costal England: Are Young People a ‘Lost Generation’?, shows the potential for the industry to generate growth from young people.

The study is based on a survey of 1,500 people aged 18-35, as well as 12 in-depth interviews.

It found a lack of knowledge of what there is to see and do on the English coast, although 79 per cent of respondents described the coast as “fun” and only nine per cent dismissed it altogether as a destination.

Samantha Richardson, director of the NCTA, said: “This new research could help transform the way in which coastal destinations view and communicate with this age group and highlights significant opportunities for growth that appeals to this market.

“The results demonstrate that under 35s need access to the right information on what there is to do, the wide range of accommodation on offer, the interesting food, cultural activities, itineraries and events tailored to this age group.

“What has also emerged is the need to target specific sectors for 18 -35s, treating those with and without children differently. If businesses and destinations want quick wins – beach holidays, romantic breaks, family trips and ultra-short breaks of one night – they need to match the needs of this market with the product readily available on England’s coast.

“When making decisions, the world is their oyster so they need to be inspired by the English coast’s offer.

“Longer-term there are real opportunities focused on active and wellness holidays. This cohort is seeking adventure, to explore and have better quality experiences.”

Sixty-seven per cent of day trippers in the age group and 59 per cent of those who had taken short breaks considered it very good or excellent.

Seventy-two per cent said the coast was full of childhood memories, but among those who had never visited the English coast, there was little connection, with a third saying they could not think of anywhere appealing. Generally, they would rather go abroad.

The NCTA commissioned independent research from Olive Insight to conduct quantitative and qualitative analysis of English coastal visits, with 1,500 people surveyed and 12 interviews conducted in North London, Leicester and Leeds.