BOURNEMOUTH’S National Coastal Tourism Academy (NCTA) wants to lead a national effort to unlock the potential of the seaside economy.

Coastal tourism last year regained its position as the largest sector for domestic overnight holidays, worth more than £8billion.

But the academy, based at Bournemouth University, says the industry has “significant unrealised potential” and faces stiff competition from city and rural breaks.

The NCTA, whose funding is only guaranteed until this spring, says it is best placed to lead national efforts to promote coastal tourism with a coherent message.

The academy has published the first Vision, Strategy and Action Plan for developing the coast. It says “minimal additional investment” will help achieve an expansion in the visitor economy.

Academy director Samantha Richardson said: “Coastal communities face a number of unique challenges and to date they have not been given the attention and recognition they deserve.

“By working together and with a concerted effort to raise awareness of the fascinating tourism product, the English coast can offer, we believe economic growth on the coast – jobs and long term sustainable employment – can be achieved.”

The report says coastal tourism directly supports 210,000 jobs, making it similar in size to the telecoms sector.

But it warns that the growth in jobs in the tourism sector generally is not being seen to the same scale on the coast.

“The coast is considered by many a national treasure and yet visiting the coast is not a high priority,” it says.

This could be due to a “lack of awareness” and “stronger, more coherent messaging from other types of experience”.

Those who don’t visit the coast often see traditional resorts as “tacky and dated”, it says.

The academy says the greatest opportunities for growth in off-peak tourism lie with “empty nesters”, under-35s, health and wellness breaks, activity breaks, business events, overseas visitors and people from the same region.

The report urges short term investment in the coast “doing what it does well” but communicating more, while developing the “product” in the longer term.

It sets out four objectives: improving the visitor economy to support growth; providing a quality experience; collaborative working; and presenting a positive image.

Samantha Richardson added: “Coastal tourism is a mixed picture across the country, with some coastal destinations thriving while others are achieving below average growth for tourism.

“The NCTA has spent three years examining the challenges on the coast – skills gaps, staff shortages, the problem of seasonality, public transport – as well as researching opportunities to develop tourism off-peak and we’ve identified key areas for growth that would work for the coast.

“But the time has come for a holistic approach and through this Vision coastal destinations can work together to tackle issues that affect all coastal communities and share learning of what works to benefit everyone.”