When it’s summer, few things are more quintessentially British than heading to the seaside. Recent surveys show just how much of the public holds dear these coastal getaways.
According to research, more than half of Brits believe going to the beach constitutes the ultimate British day out. Amongst the warm weather of mid-August, 51% claim the beach tops their summer plans, closely followed by picnics and lazy mornings spent with the windows flung open.
The nostalgia associated with seaside trips is evident, especially among parents. Despite this, seven out of ten modern parents admit they hardly ever take their kids to the coast, worrying this may mean their children miss out on treasured childhood memories.
Many beloved seaside activities reflect the traditional British experience. Paddling in the waves, indulging in classic fish and chips, and even burying friends or family members in the sand are timeless rituals often recalled with fondness.
To encourage families to revisit these iconic activities, Cadbury Flake 99 initiated the Flake 99 bus service. This weekend, families from London were whisked away to Southend-on-Sea, where they enjoyed classic beach fun and received complimentary Flake 99 ice creams.
Olena Solodka, from Mondelez, highlighted the initiative’s purpose, noting, “While 95% of Brits cherish time at the coast, some children are not setting foot on the sand.” Such reflections underline the value of these coastal excursions as important bonding experiences.
The Flake 99 bus will also be operating routes from Leeds and Bradford, aiming to broaden accessibility to the beach. This initiative is particularly beneficial, as many families from these areas reported they rarely enjoy the seaside’s charm.
Aside from leisurely bus journeys, the allure of traditional summer fun includes the irresistible presence of ice cream vans. Nearly 30% of people highlighted ice cream vendors as one of their most cherished elements of beach outings.
With the survey providing insight on the things people associate with summer, here’s the top ten activities defining the classic British summer experience:
1. Going to the seaside (51%)
2. Opening all the windows as soon as the sun shines (45%)
3. Enjoying Flake 99 ice creams (43%)
4. Having picnics (43%)
5. Watching children play outside (38%)
6. Smelling grilled food on the BBQ (38%)
7. The sound of cutting grass (36%)
8. Listening to waves crash on the beach (34%)
9. The scent of suntan lotion (31%)
10. Hearing the unmistakable jingle of the ice cream truck (30%)
These moments shape so much of what it means to be British during the warmer months. The memories created on the shoreline create bonds, traditions, and lasting experiences.
Interestingly, some recall specific activities as highlights of their beach adventures:
- Paddling in the sea (58%)
- Eating a Flake 99 ice cream (49%)
- Strolling along the pier (47%)
- Playing games at arcades (41%)
Notably, concerns are raised about the next generation's loss of these experiences. With seven out of ten parents admitting to infrequent beach visits, cherished rituals like building sandcastles could fade away.
Thus, the summer of 2023 presents both traditions and challenges for families. With delightful weather, it remains to be seen whether British families will choose beaches over all other engagements.
Seaside towns continue to remain active hubs of tourism, with some establishing their reputations firmly on the British coast. For example, Saltburn-on-Sea recently received accolades for being voted the best beach destination by the Seaside Heritage Network.
The town was recognized for its historic pier and scenic Victorian cliff tramway, alongside diverse beach options of sand, shell, or pebbles. On social media, locals even assert the place exudes "better than Mediterranean" vibes.
The newly celebrated eatery known as The Seaview is still making waves. It has been highlighted for its beautiful views overlooking the sea, featuring on Fred Sirieix's show about remarkable places to eat.
Pictures posted online from patrons have also understandably drawn significant attention. One user exclaimed, "Bar overlooking the Med? It's better than Saltburn, Yorkshire!" reflecting the popular sentiment about the scenic beauty.
Feedback from visitors highlights The Seaview’s great selection of food. Many have complimented it on its pleasant service and welcoming atmosphere, making it perfect for families or groups.
If one is eager to taste the local flavors, the Saltburn Crab Brioche is sensational with layers of crab and crayfish elegantly served. Pricing may be slightly above average at £16.95 but many agree the experience is worth it.
Overall, seaside towns maintain their allure for visitors seeking relaxation and enjoyment. The strong association with nostalgia, family bonding, and sunshine keeps the attraction alive.
Even as modern families drift away from beach visits, initiatives like the Flake 99 bus work to rejuvenate interest. Encouraging visits during the summer serves to recreate invaluable memories for children, shaping the next generation of coast lovers.
Your summers may evolve, but many would argue there’s nothing like the British seaside. The experience combines community, joy, and adventure, always keeping families eager for the next visit.
