29-06-2025
They call it Merseyside's 'worst seaside town', and it left one visitor furious
Visiting the seaside is one of the great British pastimes, but it seems that not all seasides are created equal.
Merseyside's New Brighton received a poor review from consumer champion Which?
Located a short distance from Manchester, Merseyside has no shortage of picturesque beaches and seaside towns for visitors to enjoy, the Liverpool ECHO reports.
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But a report surveying more than 3,800 people about UK seaside destinations saw New Brighton placing low down in the bottom 20 list alongside Bognor Regis, Southend-on-Sea and Blackpool.
Criteria included scenery, food and drink, tourist attractions, value for money, accommodation, and of course the quality of the beaches.
New Brighton ended up with an overall score of 52 percent, scoring badly in quality of the beach, the selection of food and drink and the scenery.
It was the only Merseyside location to feature in the bottom 20 list, and Liverpool ECHO content editor Emilia Bona decided to see first hand what had led to the low score.
Here is what Emilia found:
I've visited New Brighton countless times and always been impressed by its golden sands, colourful benches lining the sea wall, and classical seaside charm. The results of the Which? survey just didn't ring true for me, and so I decided to pay New Brighton another visit in light of its poor ranking to see whether I'd been looking at it through rose tinted glasses.
On the afternoon I visited New Brighton, it was bright and blustery summer's day - the sort where the wind whips you hair directly into your face whatever direction you're facing. It's the kind of weather when the Great British seafront is at its absolute best, at least in my opinion anyway. Sun bearing down, wind whipping round and plenty of fresh air.
As I walked along the promenade, I could smell the sea air, taste the salt from the spray on my lips and see the waves crashing against the rocks on the shoreline.
The tide was in when I visited the town, and the views were dramatic, industrial and exactly the sort of seaside vista I enjoy. New Brighton's outlook might not be to everyone's tastes, but I think the scenery is provided with a real character thanks to the presence of the ship building yards and cargo ships that form part of the view, in addition to the lighthouse and crashing waves.
Parking up by the Morrisons so I could pop in for a few essentials, I walked along the prom and was instantly reminded of how much I love this part of Merseyside. The prom is wide and flat, making it absolutely perfect for prams, scooters and bikes. When I first moved to Liverpool I used to come roller skating here with my friends before stopping off for food on the way home.
Heading towards the amusements, I felt the familiar stirrings of nostalgia that a good old fashioned arcade always brings about. My favourite machines will always be the penny drops and the horse racing - I've never had much of a knack for the claw grabber.
Not every shop and restaurant around the amusements was open during my visit - but that's to be expected on a quiet Thursday. The Rock Shop was certainly open, offering a range of tempting sweet treats including freshly made candy floss. The smell of dinky donuts was too tempting to resist, and I picked up a portion to enjoy on my walk back to the car - only regretting my choice when I realised I was too full for a stop off in Café Cream.
Perch Fish Bar had a steady stream of customers and most of the tables at The Seaside Café were full, both inside and outside. I've seen my fair share of faded, struggling and depressing seaside towns - New Brighton is not one of them. Every shop, café and restaurant I popped into was buzzing with people and had a warm familiarity once you stepped inside.
Nowhere is the strength of New Brighton more apparent than Victoria Road, which is just a short walk from the seafront. Victoria Road, once a quiet, boarded up street in New Brighton, has been transformed with the arrival of independent businesses, quirky street art and more. Rockpoint Leisure helped to turn the town's Victorian Quarter into a hive of activity.
Rockpoint Leisure CEO Dan Davies started regenerating the area around Victoria Road around seven years ago using money from selling his previous businesses to support new businesses to set up in the area.
Now you can find an assortment of bars, restaurants, pubs, brunch and breakfast places, an art gallery, as well as a number of start up businesses based in buildings adorned with artwork and murals.
The area has often been compared to the Baltic Triangle or Lark Lane and businesses have reported things are better than ever in the town. When I visited, I was genuinely spoiled for choice when choosing somewhere to stop for a cup of coffee, but Sup was the place that drew me in with it's trendy aesthetic.
I was also happy to see independent bookshop Literally, which is the sort of place you could spend hours browsing the different titles.
New Brighton is also the perfect place to pop for a pint. The town has a selection of great pubs and bars that aren't far from the train station. Tucked away off a cobbled path, the Magazine pub offers stunning views of the Liverpool skyline across the river. Inside, it's got an old-fashioned, cosy feel. You could spend hours looking out onto the views from across the neighbouring River Mersey on the seats in its huge bay windows.
The ECHO previously reported on how The Magazine, which has stood on Magazine Brow in the since 1759, was given the honour of CAMRA's Wirral Pub Of The Year for 2024. Over the years, The Magazine has also won countless awards including being featured in The Good Beer Guide.
The notion that New Brighton is lacking in options for shopping or tourism is simply incorrect. New Palace Amusement Arcades is right there with a funfair and indoor adventure park for those rainy days.
Need a coffee break? There is a Costa, Starbucks and a number of fabulous independents and fantastic pubs along Victoria Road, just a short walk from the beach.
There is also a bowling alley, theatre, cinema, soft play centre, mini golf and escape rooms. If you have children who don't like the sand there are three beautiful stretches of lush grass, known locally as The Dips, with all the amazing sea views. And public toilets - a rarity these days.
Honestly, my visit to New Brighton this week left me furious that it could ever be scored so poorly - especially in the categories of scenery, food and drink and shopping options. The views are fantastic, it's a classic coastal town with all the elements you could ever want from a traditional British seaside destination.
The town's independent business scene is absolutely thriving and it just gets better every time I visit. If you're heading to New Brighton for a good old fashioned day out featuring rock pools, penny drops and claw grabbed machines then you're sure to leave feeling satisfied, likely with a belly full of chips and ice cream.
You can also tuck into some of the UK's cheapest fish and chips in New Brighton, according to a recent study by Capital on Tap which revealed an average cost of only £7.67 for the classic dish.
But even if you want something a bit more upmarket, which is certainly offered by the towns that topped the Which? list, then you'll find that in New Brighton too, with gorgeous cafes, fantastic pubs and plenty of independent traders.
I also love having a nosey at some of the beautiful homes lining Warren Drive on the drive to and from the seafront, and imagining how nice it must be to live so close to the coast in such a stunning property.
I've visited the likes of Portmeirion, Saint David's and Tenby which topped the annual list - and I can say with complete conviction that I enjoyed my day out at New Brighton just as much.
Which?'s survey includes hotel prices from For a more affordable experience, the consumer champion suggests booking accommodation somewhere within distance of a more popular destination.
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.'
