Bournemouth beach attracts about 100,000 people in the summer

Malcolm Bell, chief executive of South West Tourism, said people would be happy to pay �4 per visit if it meant standards were improved.

He suggested the fee could be added to car parking charges and passed onto the RNLI or wildlife groups to help keep beaches safe and clean.

He was speaking at a conference in Bournemouth, Dorset, on Tuesday.

I'm not saying there should be a barrier put up on a beach, or a warden comes along and sticks a pay-and-display badge on your cool box Malcolm Bell

He also said it would still be a cheap day out, comparing it to a family visit to the cinema, which could cost �25 for a couple of hours' entertainment.

Speaking on BBC Radio Five Live he said: "Our customers are expecting more facilities on beaches, the environment needs more work done and often people want more lifeguards and protection.

"The taxpayers, and in particular the pensioners, aren't in the mood for having a great big additional rise on their council tax to pay for this.

"I'm not saying there should be a barrier put up on a beach, or a warden comes along and sticks a pay-and-display badge on your cool box," said Mr Bell.

Ice cream charge

"I'm absolutely adamant the last thing we want to see is somebody being charged to walk on a beach or sit on a beach."

He said visitors were already paying towards beach costs through car parking charges and that this would still be the most practical solution.

He suggested locals could display a sticker which entitled them to reduced car parking rates.

Mr Bell did not think people would resent paying more to park their car if they knew they were contributing to the RNLI, beach cleanliness and the environment.

Another idea proposed was to add a voluntary 5p on top of tea or ice creams, or to put up donation boxes.

Mr Bell raised the debate at the environmental charity Encams' annual conference in Bournemouth.

Mark Smith, head of tourism at Bournemouth Borough Council, said they were not planning to bring in any type fee for the town's beaches.

He said: "Our beaches are free and will remain that way.