A NEW Brighton’s community interest company has hit back after the town was branded one of the “worst seaside towns in the UK” in a national consumer survey.
The New Brighton Partnership, chaired by local music and arts pioneer Jayne Casey, said it was “disappointed” to see the town named in the bottom 15 of Which? magazine's best seaside towns, insisting league tables “can never fully capture the spirit of a place”.
In a statement on social media, the group argued the survey of more than 5,300 people fails to reflect the town’s transformation into a “creative coastal community” with thriving independent businesses, festivals and internationally recognised street art.
The response added that such surveys "reflect the personal experiences and preferences of those who choose to respond, rather than telling the whole story of a place.”
The group was incorporated in April 2025. Co-director Jayne Casey made her name in the 1970s as a member of Liverpool band Big in Japan. She has gone on to play a huge role in the creative arts industries which have been at the forefront of regeneration on both sides of the water.
The New Brighton Partnership said: "Like many people, we were disappointed to see New Brighton featured towards the bottom of the latest Which? seaside survey.
"However, we also recognise that surveys such as these reflect the personal experiences and preferences of those who choose to respond, rather than telling the whole story of a place.
"For us, New Brighton has always been about much more than a traditional seaside resort.
"It is a creative coastal community with a remarkable history, an independent spirit and a vibrant cultural scene.
"In recent years, the town has continued to evolve, with thriving independent businesses, internationally recognised street art, a growing programme of events and a community that works tirelessly to make New Brighton a welcoming place to live, work and visit.
"Thousands of people choose to visit New Brighton every year, not only for its beach and spectacular views across the Mersey, but for its festivals, live music, theatre, food, public art and unique character.
"More importantly, it is the people who make this place special.
"As a community partnership, we see first-hand the pride, passion and commitment that exists across the town.
"Residents, businesses, volunteers and community organisations work together every day to improve New Brighton, celebrate its heritage and create new opportunities for future generations.
"League tables will always come and go, but they can never fully capture the spirit of a place.
"If you have never visited New Brighton, we would simply encourage you to come and experience it for yourself.
"Take a stroll along the promenade. Explore our murals and independent shops. Visit the Floral Pavilion, Fort Perch Rock and Victoria Quarter.
"Enjoy one of our many festivals or events, discover our cafés, bars and restaurants, and watch one of the finest sunsets on the UK coastline.
"We believe you’ll find a town full of creativity, warmth and community spirit.
"After all, the best way to judge a place is not by a ranking, but by the experience you take home with you."
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