Cleethorpes aims to be a magnet for holidaymakers

The claim from Jimmy Jackson comes with the release of a report which says seaside towns need to change their architectural design and image in order to bring in more visitors.

In the late 1960s trips to the coast accounted for 75% of all domestic holidays.

The last 25 years has seen a drop in people staying at the English seaside from 32m to 22m.

The report from the Commission for Architecture and the Built Environment says high quality buildings and open spaces can have a big impact on the ways that historic seaside resorts are developing, changing and re-inventing themselves.

But Jimmy Jackson, who runs the Winter Gardens in Cleethorpes, says the resort is already doing that and is being brought up to date with changes to its skyline such as new luxury apartment blocks on the seafront.

Art deco style

Mr Jackson said a development in the town was following a well-received architectural move in one United States holiday destination to incorporate the 1930s art deco style of building design.

He told BBC News Online: "Basically what is going on in Cleethorpes is pretty simple. It's not only along the front, we've got a new cinema coming on our development site which will be in art deco style.

"If you look along the front in Miami in Florida much of their frontage is art deco.

There's now an activity feeling in Cleethorpes, things are happening and we're ahead of other traditional resorts."

The Winter Gardens itself is being sold in a deal to transform it into luxury apartments and a new cinema is planned for next year.