by John Henry BBC News Online, Scarborough

Fun in the sun on Scarborough's packed beaches

The traditional rush to the Mediterranean for sun, sea and sand has evolved into a tourism boom for the east coast resorts as globe-trotting tourists stay at home.

After a series of events which damaged the market in mass tourism abroad, from the September 11 attacks to the health fears sparks by the Sars virus outbreak, Yorkshire's coastal towns are now packing in the punters.

And with rocketing temperatures nudging 90C, Scarborough, the jewel in the east coast crown, has few hotel rooms, beach-side chalets or an inch of seafront to spare.

Such is the demand for space in the resort that sun worshippers in the current heatwave are queuing on an evening to book any spare beach-side chalets for the next day.

People are sick and tired of chaos at airports and delays Martin Smith of Scarborough Hospitality Association

In Wednesday's blazing sunshine both the north and south bay beaches of the town more closely resembled Spain than the traditional image of Scarborough.

Clad in designer sunglasses and swimwear younger sun-seekers gently turned pink in the midday heat, sitting cheek-by-jowl with pensioners sporting knotted hankies and rolled up trousers.

Ice cream salesman have got the market licked and salty fish and chip lunches are lapped-up.

But how does the resort plan to hang on to this new-found popularity among the holiday-at-home masses?

Martin Smith, the president of Scarborough Hospitality Association which represents a large number of accommodation providers in the town, says tourists are looking hard at their holiday plans.

"People are sick and tired of chaos at airports and delays. Given the weather we've been having, there's now nothing better than a typical seaside holiday."

David Jeffels - It's been the best year for a long time

Acutely aware of this re-emerging market, the town's tourism department has gone into overdrive, producing an extra 10,000 brochures for the 2004 season, hoping to entice back a number of the visitors.

Janet Deacon of the tourism department told BBC News Online that they are now embarking on a campaign to raise awareness of the resort nationally.

"We were rated the most-improved resort of 2002 according to Visit Britain's Excellence in England awards.

"We've achieved Blue Flag status for the North Bay and have a host of visitor attractions and entertainment programme for all tastes.

"And we have media campaigns and a presence at domestic exhibitions to promote the resort."

David Jeffels, the council member responsible for tourism and leisure, said: "There are a lot of day trippers and hotels are reporting good business, it's been the best year for a long time.

"With milder winters we're seeing more people coming during the low season in January and February."