Transforming the fortunes of coastal resort

As seafood towns net thousands of visitors, Bridlington could become a ‘lobster capital’

AMBITIOUS PLANS to capitalise on Yorkshire’s shellfishing industry and promote one of the region’s resorts as Europe’s lobster capital could potentially bring tens of thousands of visitors to boost Yorkshire’s multi-billion pound tourism industry.

Senior figures in the industry in the region are looking to Canada for inspiration to improve the fortunes of Bridlington as Europe’s little-known “lobster capital”.

Landings of lobsters into the East Yorkshire town are the largest in the UK and Europe.

The 310 tonnes caught last year represents 17.5 per cent of the European lobsters landed into England and 9.5 per cent of the global landings for the shellfish.

But with the vast majority of its catch exported to France and Spain and visitors to the town eating imported Canadian lobster, its significance goes by largely unremarked.

The Holderness Coast Fisheries Local Action Group (Flag) is exploring the potential to boost tourism, working with researchers at Hull University Business School.

In January, a group of fishing industry representatives and academics visited Shediac, in New Brunswick.

A small town with a massive processing industry, it is known as the “lobster capital of the world” and attracts 300,000 visitors a year.

Ray Williamson, from Holderness Coast Flag, said in the UK both Padstow and Cromer are associated with seafood, but “that hasn’t happened here in Bridlington yet”.

He said: “There is so much economic potential. We are probably the only place in the world that has such a massive lobster industry which doesn’t sell itself on the back of it and attract thousands of people.”

It could take five years to establish a brand for Bridlington, with work needed on everything from signage to ensuring there are places where visitors can buy and eat the fresh product.

Industry leaders are also looking at storing lobsters alive in tanks for potentially several months so they could be sold when the demand – and price – is highest.

East Riding of Yorkshire Council’s portfolio holder for local economic growth and prosperity, Jane Evison, said the authority would be “very interested” in supporting the plans.

She said: “For years we have said Bridlington and the (Holderness) coastline catches more shellfish, crab and lobster, than anywhere in Europe. It has been a statement.

“We have a seafood festival which is always really popular, but somehow it is missing a trick, not really focussing on what Bridlington is about.

“It’s not just about day trippers, it has a really important brand to market and sell.”

East Yorkshire MP Greg Knight said the town was an “unsung hero” of the shellfish industry, and the fact Bridlington lobster was so appreciated abroad was a compliment, particularly by the French who “are well known for their love of cuisine”.

He added: “I think it is getting people to associate the name of Bridlington with excellent seafood where there is a further job to be done.”

Tourism is worth £9bn each year to Yorkshire’s economy.