Our very own Blackpool has long relied on its unique charm and events like the famous Illuminations to pull in visitors. But this year, as with many other coastal communities, the town has been up against some fierce economic challenges.

With the cost-of-living crisis squeezing household budgets, unpredictable weather dampening summer bookings, and the attention diverted by major international events, it’s no surprise that tourism leaders are looking for a fresh boost to steer Blackpool back on course.

So, how does a place like Blackpool – one that we know thrives on tourism – stay afloat when families have less to spend, and the competition for leisure pounds is tougher than ever?

The Fight for Value in a Shifting Tourism Market

After a tricky summer season, Blackpool’s tourism industry is hoping that the extended run of its Illuminations will light up the town’s prospects. Usually, the dazzling display wraps up in early November, but this year, it’s been stretched out until January. The thinking behind this move is clear: more months of lights mean more reasons for visitors to make the trip. As Lyn Williams, leader of Blackpool Council, points out, “People want value for money – not necessarily cheap, but good value – and they get that in Blackpool.”

With inflation driving prices up across the board, this approach makes sense. When budgets are tight, holidays abroad can feel like an extravagant luxury, and seaside towns like Blackpool can become a compelling alternative. The town’s offer of affordable yet high-quality entertainment could be the draw needed to bring families back, even when every pound counts.

Bright Lights, Bigger Impact

The economic strategy of keeping the Illuminations glowing longer isn’t just about extending a bit of seasonal cheer. It’s a lifeline for local businesses – from hotels and B&Bs to cafes and souvenir shops – all of which rely on footfall outside the typical summer season.

And it’s working. “Christmas by the sea is becoming very popular,” says Williams. What was once a summer-only destination is now positioning itself as a place to visit all year round.

The history of the Illuminations stretches back to 1879 when Blackpool Council invested £5000 into electric street lighting – a revolutionary step at the time. What started as an experiment with eight arc lamps now draws thousands of visitors every year, some even staying overnight just to watch the spectacle.

This influx isn’t limited to the lights themselves; it spills over into the broader local economy, helping fill hotel rooms, restaurants, and shops with eager patrons.

Tough Summer for Seaside Britain

But the struggles haven’t been confined to Blackpool. Seaside towns up and down the UK have been grappling with a bleak season. Rainy weather put a damper on June’s bookings, leaving many businesses reliant on seasonal trade and facing a tough few months.

Workers who rely on these jobs find themselves with reduced hours, fewer shifts, and lower incomes. This ripple effect then carried over into local communities, where reduced spending by employees further tightened the economic squeeze.

Rising inflation and interest rates have been shrinking disposable incomes. This compounds the problem, making family holidays a harder sell. For many, even a few nights away now seems like a luxury.

Against this backdrop, it’s crucial for Blackpool and similar destinations to strike the right balance between being affordable and delivering an experience that feels worthwhile.

Finding Hope in Low-Cost, High-Value Events

Despite the obstacles, Blackpool’s resilience has been remarkable. The town’s strategic shift to free or low-cost events like the World Fireworks Championship demonstrates a broader pivot in the tourism strategy. By putting on shows that have a high perceived value without a high cost to visitors, Blackpool is attracting those who might not otherwise have the means to spend on a traditional holiday.

Free outdoor events like these do more than bring people in; they inspire further spending on food, shopping, and other attractions. It’s a strategy that has broader implications for towns across Britain that are similarly dependent on tourism. With foreign travel becoming more costly and less accessible, destinations like Blackpool have an opportunity to lure visitors back with a promise of good times that don’t break the bank.

The Road Ahead for Seaside Tourism

Blackpool’s ability to adapt and innovate in tough economic times is setting a precedent for other towns facing similar challenges. Stretching out the Illuminations season, prioritising free events, and focusing on the town’s value-for-money proposition are steps in the right direction.

But the path ahead isn’t without hurdles. With inflation biting into their own costs, even the best-intentioned businesses can struggle to keep prices down without sacrificing quality.

Still, there’s hope. By making the most of what makes them unique and reimagining how they attract visitors, destinations like Blackpool can remain vibrant and inviting. It’s all about being agile and open to change.

After all, tourism is as much about creating experiences as it is about economics. If Blackpool can continue to deliver those memorable moments that people will travel for, it stands a strong chance of weathering the storm – and maybe even coming out brighter on the other side.

So, for visitors to Lancashire looking for a seaside getaway that won’t leave them out of pocket, Blackpool might just be the perfect spot this autumn. With its extended Illuminations, a packed calendar of free events, and a proud history of making visitors feel welcome, it’s proving that even in challenging times, a little creativity and a lot of community spirit can light up more than just the shoreline.