London Daily

Focus on the big picture.
Monday, Oct 06, 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
Three Scientists Awarded Nobel Prize in Medicine for Discovery of Immune Self-Tolerance Mechanism
OpenAI and AMD Forge Landmark AI-Chip Alliance with Equity Option
Munich Airport Reopens After Second Drone Shutdown
France Names New Government Amid Political Crisis
Trump Stands Firm in Shutdown Showdown and Declares War on Drug Cartels — Turning Crisis into Opportunity
Surge of U.S. Billionaires Transforms London’s Peninsula Apartments into Ultra-Luxury Stronghold
Pro Europe and Anti-War Babiš Poised to Return to Power After Czech Parliamentary Vote
Jeff Bezos Calls AI Surge a ‘Good’ Bubble, Urges Focus on Lasting Innovation
Japan’s Ruling Party Chooses Sanae Takaichi, Clearing Path to First Female Prime Minister
Sean ‘Diddy’ Combs Sentenced to Fifty Months in Prison Following Prostitution Conviction
Taylor Swift’s ‘Showgirl’ Launch Extends Billion-Dollar Empire
Trump Administration Launches “TrumpRx” Plan to Enable Direct Drug Sales at Deep Discounts
Trump Announces Intention to Impose 100 Percent Tariff on Foreign-Made Films
Altman Says GPT-5 Already Outpaces Him, Warns AI Could Automate 40% of Work
Singapore and Hong Kong Vie to Dominate Asia’s Rising Gold Trade
Trump Organization Teams with Saudi Developer on $1 Billion Trump Plaza in Jeddah
Manhattan Sees Surge in Office-to-Housing Conversions, Highest Since 2008
Switzerland and U.S. Issue Joint Assurance Against Currency Manipulation
Electronic Arts to Be Taken Private in Historic $55 Billion Buyout
Thomas Jacob Sanford Named as Suspect in Deadly Michigan Church Shooting and Arson
Russian Research Vessel 'Yantar' Tracked Mapping Europe’s Subsea Cables, Raising Security Alarms
New York Man Arrested After On-Air Confession to 2017 Parents’ Murders
U.S. Defense Chief Orders Sudden Summit of Hundreds of Generals and Admirals
Global Cruise Industry Posts Dramatic Comeback with 34.6 Million Passengers in 2024
Trump Claims FBI Planted 274 Agents at Capitol Riot, Citing Unverified Reports
India: Internet Suspended in Bareilly Amid Communal Clashes Between Muslims and Hindus
Supreme Court Extends Freeze on Nearly $5 Billion in U.S. Foreign Aid at Trump’s Request
Archaeologists Recover Statues and Temples from 2,000-Year-Old Sunken City off Alexandria
China Deploys 2,000 Workers to Spain to Build Major EV Battery Factory, Raising European Dependence
Speed Takes Over: How Drive-Through Coffee Chains Are Rewriting U.S. Coffee Culture
U.S. Demands Brussels Scrutinize Digital Rules to Prevent Bias Against American Tech
Ringo Starr Champions Enduring Beatles Legacy While Debuting Las Vegas Art Show
Private Equity’s Fundraising Surge Triggers Concern of European Market Shake-Out
Colombian President Petro Vows to Mobilize Volunteers for Gaza and Joins List of Fighters
FBI Removes Agents Who Kneeled at 2020 Protest, Citing Breach of Professional Conduct
Trump Alleges ‘Triple Sabotage’ at United Nations After Escalator and Teleprompter Failures
Shock in France: 5 Years in Prison for Former President Nicolas Sarkozy
Tokyo’s Jimbōchō Named World’s Coolest Neighbourhood for 2025
European Officials Fear Trump May Shift Blame for Ukraine War onto EU
BNP Paribas Abandons Ban on 'Controversial Weapons' Financing Amid Europe’s Defence Push
Typhoon Ragasa Leaves Trail of Destruction Across East Asia Before Making Landfall in China
The Personality Rights Challenge in India’s AI Era
Big Banks Rebuild in Hong Kong as Deal Volume Surges
Italy Considers Freezing Retirement Age at 67 to Avert Scheduled Hike
Italian City to Impose Tax on Visiting Dogs Starting in 2026
Arnault Denounces Proposed Wealth Tax as Threat to French Economy
Study Finds No Safe Level of Alcohol for Dementia Risk
Denmark Investigates Drone Incursion, Does Not Rule Out Russian Involvement
Lilly CEO Warns UK Is ‘Worst Country in Europe’ for Drug Prices, Pulls Back Investment
Nigel Farage Emerges as Central Force in British Politics with Reform UK Surge
×