Bamburgh Named UK's Best Seaside Town for Sixth Year; Bognor Regis Worst

Bamburgh in Northumberland has been named the UK's best seaside town for the sixth year running, according to a Which? survey of more than 5,300 people. The Northumberland village achieved an overall destination score of 84%, earning five stars for its beach, seafront, and scenery. At the other end of the rankings, Bognor Regis in West Sussex was branded the worst seaside destination for the second consecutive year, scoring just 41%.

North East Dominates Top Rankings

The North East dominated the upper echelons of the rankings, with Tynemouth, Tyne and Wear finishing in second place with an impressive score of 82%. Tynemouth earned five stars for its seafront/pier and food and drink, with visitors praising its "wonderful fish and chips" and "magnificent" golden sand beaches.

Scotland also performed admirably, securing several top ten positions. St Andrews took third place with a score of 81%, achieving five stars for its beach, tourist attractions, scenery, and seafront/pier. Crail, in Fife, claimed fifth position, owing to its whitewashed walls, cobbled streets, and charming fishing harbour.

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Southern Destinations and Surprising Results

The highest-ranking southern destination was Frinton-on-Sea in Essex, which won over visitors with its delightful seafront and tranquil atmosphere. One visitor described it as the "perfect place for those who just want a day at the seaside with no frills and no noise."

Despite low sunshine levels compared to other UK regions, Bamburgh's consistent charm was attributed to its proximity to Holy Island, traditional fish and chip shops, immaculate lawns, and the stunning Bamburgh Castle. Visitors lauded the "lovely beach overlooking Bamburgh Castle" and the "spectacular coastal scenery."

Bognor Regis: The Worst Seaside Town

Bognor Regis, a southern town known for its Butlin's resort and sunny weather, was branded the UK's worst seaside destination. Levi Winchester, who grew up in the town, recalled its gradual decline: "I remember many happy summers playing down the beach in Bognor Regis. The town was always buzzing with families enjoying their trip to Butlin's, but the town itself has lost its heart. The promenade lacks love and is in need of a serious revamp." She added, "Even under the lights of the pier, it still just feels grey and miserable. Like many other UK high streets, the main town centre is empty now with hardly any shops left."

Other Notable Rankings

Clacton-on-Sea, thrust into the public eye due to its absent MP Nigel Farage, ranked as the eighth worst, scoring 48%. Despite low ratings for peace and quiet and scenery, the resort boasts the largest pier in Europe, with holidaymakers commending its "excellent amusement facilities."

Margate (53%) and Newquay (55%) earned just one star for peace and quiet and two stars for value for money. Tourists remarked that Margate's town centre appeared "run down," though many commended its independent retailers and the Turner Gallery. One tourist stated: "Margate is quirky and not overly commercialised. It's still a bit rough around the edges but it knows it." Newquay, known for surfing, attracts stag and hen parties; one tourist noted it was "great for youngsters and surfers but not so good for older visitors."

Barry Island, brought to prominence by the TV comedy Gavin and Stacey, obtained a destination rating of 54%. One tourist observed: "Unless you are a big Gavin and Stacey fan I'd give it a miss."

Survey Methodology

The Which? survey was conducted online in January-February 2026 among 5,320 Which? Connect panel members, who shared experiences of 11,999 visits to UK seaside towns for leisure in the previous 12 months. Factors assessed included beach quality, scenery, food and drink, accommodation, tourist attractions, shopping, and value for money.