London Daily

Focus on the big picture.
Tuesday, Sep 16, 2025

Scarborough hopes to woo millennials with surfing, yoga and dolphins

Scarborough hopes to woo millennials with surfing, yoga and dolphins

Yorkshire resort wants to transform its bucket-and-spade image to capitalise on domestic holiday boom

Pack away the bucket and spade and roll out the yoga mat. Scarborough is hoping to overhaul its image as a traditional seaside resort by enticing millennials with the promise of surfing, exercise on the beach and dolphin-watching at sunset.

The North Yorkshire town, which claims to be England’s first coastal resort, wants to capitalise on the domestic holiday boom by showing twentysomethings there is more to “Scarbados” than amusement arcades and donkey rides.

A marketing drive will appeal directly to “urban-dwelling millennials”, who might usually opt for Ibiza or the Algarve over the white-gold sands of the North Sea coast.

“There’s a misconception that seaside resorts are just traditional seaside resorts and there’s nothing for the millennials or the younger markets, when there absolutely is,” said Janet Deacon, the tourism manager for Scarborough borough council.

Deacon said the town would mark its 400th anniversary as a family-friendly destination by promoting its lesser-known attributes – such as adventure sports, live music, yoga on the shore, dolphin-spotting and Instagram-friendly coastal hikes – to a younger generation.

Scarborough has been heavily reliant on tourism since it became a seaside resort in the early 1700s, with nearly half of the town’s 47,000-workforce employed in the industry. Like many coastal resorts, it has suffered during the pandemic as the vast majority of its annual 10.2 million visitors stayed at home.

Zoe Burns, 30, has run sunrise yoga classes on North Bay beach since Covid forced her to relocate from hotels and gyms. While the first session did not go to plan – “a dog ran over and peed on the yoga mats. It was a comedy of errors” – they have since proven popular.

Scarborough has been heavily reliant on tourism since the early 1700s.


“I would just love to see Scarborough a bit more vibrant; it needs a boost. I am all for the new generation of visitors,” she said. “It would be nice for people to rediscover Scarborough. A few years back, they would have maybe thought of it as a stag do, hen do type of place, but there’s more to it.”

“Scarbados” supporters point to its growing artistic and live music scene – Britney Spears performed there in 2018, with big-name acts including Nile Rodgers and Stereophonics lined up this year – as evidence of a renaissance in its fortunes.

England’s first Bike & Boot hotel, which caters for the more active holidaymaker, opened last year after transforming a Georgian seafront building with elegantly decorated rooms and a cocktail bar. “You can still do the penny arcades but there is more to Scarborough now with the regeneration going on. It is starting to become more modern,” said Christianne Lane, the hotel’s reservations manager.

Christianne Lane of the Bike & Boot hotel: ‘There is more to Scarborough now with the regeneration going on.’


The town still has deep challenges. Behind the promenade live some of England’s poorest families and it has one of the country’s highest suicide rates. Its mainly elderly residents have complex health needs but have to travel far out of town to access services.

Scarborough’s relative isolation means it has recorded fewer than average coronavirus deaths and cases. Three-quarters of its adults are double-vaccinated, compared with 69% in England as a whole, leading many to hope a route out of the pandemic is in sight, even if cases are rising sharply.

John Senior, who runs three restaurants in Scarborough, said he believed the resort was on the verge of a renaissance. “It’s the first time I’ve known in my entire working life in Scarborough since the 1980s, when Scarborough was seen as a sexy resort, that there’s a real feeling of hope and redefinition and belief in our town,” he said, pointing to new investment and enduring treasures such as the castle and Victorian cliff railway.

“It’s not really changed that much in 400 years. It’s one of the wonders of the place. What we have is absolutely unique and compares favourably to anywhere in the world: San Sebastián, Santander, wherever you pick.”

Newsletter

Related Articles

0:00
0:00
Close
U.S. and Britain Poised to Finalize Over $10 Billion in High-Tech, Nuclear and Defense Deals During Trump State Visit
China Finds Nvidia Violated Antitrust Laws in Mellanox Deal, Deepens Trade Tensions with US
US Air Force Begins Modifications on Qatar-Donated Jet Amid Plans to Use It as Air Force One
Pope Leo Warns of Societal Crisis Over Mega-CEO Pay, Citing Tesla’s Proposed Trillion-Dollar Package
Poland Green-Lights NATO Deployment in Response to Major Russian Drone Incursion
Elon Musk Retakes Lead as World’s Richest After Brief Ellison Surge
U.S. and China Agree on Framework to Shift TikTok to American Ownership
London Daily Podcast: London Massive Pro Democracy Rally, Musk Support, UK Economic Data and Premier League Results Mark Eventful Weekend
This Week in AI: Meta’s Superintelligence Push, xAI’s Ten Billion-Dollar Raise, Genesis AI’s Robotics Ambitions, Microsoft Restructuring, Amazon’s Million-Robot Milestone, and Google’s AlphaGenome Update
Le Pen Tightens the Pressure on Macron as France Edges Toward Political Breakdown
Musk calls for new UK government at huge pro-democracy rally in London, but Britons have been brainwashed to obey instead of fighting for their human rights
Elon Musk responds to post calling for the murder of Erika Kirk, widow of Charlie Kirk: 'Either we fight back or they will kill us'
Czech Republic signs €1.34 billion contract for Leopard 2A8 main battle tanks with delivery from 2028
USA: Office Depot Employees Refused to Print Poster in Memory of Charlie Kirk – and Were Fired
Proposed U.S. Bill Would Allow Civil Suits Against Judges Who Release Repeat Violent Offenders
Penske Media Sues Google Over “AI Overviews,” Claiming It Uses Journalism Without Consent and Destroys Traffic
Indian Student Engineers Propose “Project REBIRTH” to Protect Aircraft from Crashes Using AI, Airbags and Smart Materials
French Debt Downgrade Piles Pressure on Macron’s New Prime Minister
US and UK Near Tech, Nuclear and Whisky Deals Ahead of Trump Trip
One in Three Europeans Now Uses TikTok, According to the Chinese Tech Giant
Could AI Nursing Robots Help Healthcare Staffing Shortages?
NATO Deploys ‘Eastern Sentry’ After Russian Drones Violate Polish Airspace
Anesthesiologist Left Operation Mid-Surgery to Have Sex with Nurse
Tens of Thousands of Young Chinese Get Up Every Morning and Go to Work Where They Do Nothing
The New Life of Novak Djokovic
The German Owner of Politico Mathias Döpfner Eyes Further U.S. Media Expansion After Axel Springer Restructuring
Suspect Arrested: Utah Man in Custody for Charlie Kirk’s Fatal Shooting
In a politically motivated trial: Bolsonaro Sentenced to 27 Years for Plotting Coup After 2022 Defeat
German police raid AfD lawmaker’s offices in inquiry over Chinese payments
Turkish authorities seize leading broadcaster amid fraud and tax investigation
Volkswagen launches aggressive strategy to fend off Chinese challenge in Europe’s EV market
ChatGPT CEO signals policy to alert authorities over suicidal youth after teen’s death
The British legal mafia hit back: Banksy mural of judge beating protester is scrubbed from London court
Surpassing Musk: Larry Ellison becomes the richest man in the world
Embarrassment for Starmer: He fired the ambassador photographed on Epstein’s 'pedophile island'
Manhunt after 'skilled sniper' shot Charlie Kirk. Footage: Suspect running on rooftop during panic
Effective Protest Results: Nepal’s Prime Minister Resigns as Youth-Led Unrest Shakes the Nation
Qatari prime minister says Netanyahu ‘killed any hope’ for Israeli hostages
King Charles and Prince Harry Share First In-Person Moment in 19 Months
Starmer Establishes Economic ‘Budget Board’ to Centralise Policy and Rebuild Business Trust
France Erupts in Mass ‘Block Everything’ Protests on New PM’s First Day
Poland Shoots Down Russian Drones in Airspace Violation During Ukraine Attack
Brazilian police say ex-President Bolsonaro had planned to flee to Argentina seeking asylum
Trinidad Leader Applauds U.S. Naval Strike and Advocates Forceful Action Against Traffickers
Kim Jong Un Oversees Final Test of New High-Thrust Solid-Fuel Rocket Engine
Apple Introduces Ultra-Thin iPhone Air, Enhanced 17 Series and New Health-Focused Wearables
Macron Appoints Sébastien Lecornu as Prime Minister Amid Budget Crisis and Political Turmoil
Supreme Court temporarily allows Trump to pause billions in foreign aid
Charlie Sheen says his father, Martin Sheen, turned him in to the police: 'The greatest betrayal possible'
Vatican hosts first Catholic LGBTQ pilgrimage
×