Bognor Regis has been ranked the UK’s worst seaside destination in a new national survey – despite recent signs that the town’s reputation could be changing.

The West Sussex resort came last out of 135 coastal destinations in Which?’s biggest-ever seaside survey, receiving an overall score of 41 per cent.

The result comes just months after Bognor was placed back in the national spotlight, with a seafront hotel praised by a national newspaper as helping to lead a revival in the town.

However, the latest Which? rankings suggest that visitors’ perceptions of Bognor Regis remain challenging.

Bognor Regis has been ranked the UK’s worst seaside destination in a new national survey – despite recent signs that the town’s reputation could be changing. Photo: Eddie Mitchell

placeholder image — Bognor Regis has been ranked the UK’s worst seaside destination in a new national survey – despite recent signs that the town’s reputation could be changing. Photo: Eddie Mitchell

The consumer organisation asked almost 12,000 people to rate seaside towns, cities and villages across categories including beaches, seafronts and piers, food and drink, tourist attractions, scenery, shopping, peace and quiet, parking and value for money.

With a ‘destination score’ of 41 per cent, Bognor Regis received one-star ratings for its beach, seafront and pier, food and drink, tourist attractions, scenery and value for money.

It scored two stars for shopping and peace and quiet.

The survey also recorded an average hotel price of £110 per night in Bognor Regis.

At the top of the rankings was Bamburgh in Northumberland, which scored 84 per cent, followed by Tynemouth in Tyne and Wear (82 per cent) and St Andrews in Fife (81 per cent).

Which? said northern seaside destinations had performed particularly well, with visitors praising the space and atmosphere offered by many resorts away from the south coast.

The organisation said: “The famous seaside towns and resorts of Devon, Cornwall and the south coast may grab the headlines and the crowds but, according to our survey, you'll have a better time next to the North Sea.”

Bognor Regis has faced criticism in previous Which? surveys, with visitors previously describing the town as lacking attractions and feeling run-down.

But recent months have also seen a more positive national focus, including praise for The Navigator Hotel on Marine Drive West, which was featured in a Daily Mail report highlighting investment and improvements at the seafront venue.

The latest Which? survey will now renew debate over Bognor Regis’ reputation and whether the town’s image matches the experience of those who live, work and visit there.

As we reported in 2025, things are a little more complicated for locals, business owners and visitors.

Bognor is more than Bognor,” said Jason Passingham, owner of Heygates Bookshop – an award winning secondhand bookshop built into the town’s grade II-listed railway station.

"If you want to ask ‘do families come here and enjoy themselves?’ the answer is yes. Bognor Regis is a lovely traditional seaside town in and of itself, but we are also a great launching pad to explore other areas. You can use Bognor as your base, and from there you can go to Arundel, you can go to Worthing, or Chichester. There’s so much around this area – you’re just spoilt for choice.”

Issuing a passionate defence of the town, a spokesperson for Arun District Council said Bognor’s reputation is ultimately a matter of perspective, writing: “Yes, like many seaside towns, Bognor faces its share of challenges.

"But what sets it apart is the strong sense of community and the genuine effort being made to improve and evolve. The town is full of people who care-who volunteer, support local events, and welcome visitors with open arms.”

The latest snub for Bognor comes after the town failed to make the shortlist for the Government's UK Town of Culture 2028 competition.

The UK Government has shortlisted 15 places across the UK. Basildon, Birkenhead, Grimsby and Rotherham are through in the large town category; Corby, Great Yarmouth, Leith, Pontypridd and Port Talbot in the medium town category; and Ilfracombe, the Isle of Bute, Lerwick, Sandown, Strabane and Stockton Town Centre Ward in the small town category.

The joint bid was backed by Bognor Regis Town Council and Littlehampton Town Council, working alongside Arun District Council, and aimed to showcase the towns' arts, heritage, community spirit and ambitions for the future.

Bognor Regis Town Council unanimously agreed to support the bid in March. At the time, councillors said it was an opportunity to challenge negative perceptions of the town and highlight its wealth of artists, heritage, theatre, music and community organisations.

Responding to the announcement, an Arun District Council spokesperson said: "We are naturally disappointed that Bognor Regis and Littlehampton have not been shortlisted for the UK Town of Culture title. However, we remain incredibly proud of the rich and diverse cultural offer across both towns.

"The application process provided a valuable opportunity to showcase the creativity, talent and community spirit that make our towns special. From thriving arts and heritage organisations to community-led events and festivals, culture continues to play an important role in bringing people together and enhancing quality of life for residents and visitors alike.

"While this bid was unsuccessful, our commitment to supporting and celebrating culture in Bognor Regis and Littlehampton remains unchanged. We would like to thank everyone who contributed to the bid and to the vibrant cultural scene that continues to flourish across both towns."

Mayor of Bognor Regis, Cllr Paul Ralph, shared the local authority’s disappointment.

"However, we remain extremely positive and will continue working to build a bright future for Bognor Regis,” he added.

“There is plenty to look forward to, with much investment being made in our town recently, including to the Esplanade through the Public Realm Improvements, the new Premier Inn and the opening of the new Alexandra Arts Centre to come next year.

“This vibrant destination for arts, culture, learning, entertainment and community activity will further strengthen the town's cultural offering, while we continue to work alongside stakeholders and residents alike to celebrate our heritage, and create opportunities that make Bognor Regis an even better place to live, work and visit.”