This Mother & Baby Survey has certainly put the cat among the pigeons. It’s another example of how easy it is to score cheap hits against Blackpool. But it is also very easy just to quote the headline statistic that Blackpool is the least favourite resort for families. But the survey also tells us why this might not be Blackpool’s fault. Eighty three per cent of those surveyed said they preferred self-catering, with the majority of those preferring mobile homes. Neither of these are widely available in Blackpool where the accommodation stock is predominantly hotel-based. We lack the space to throw up serried ranks of mobile homes, and more self-catering would require fundamental changes on the part of hotel owners. Fundamental change in the accommodation sector is required, but a switch en masse to self-catering is not it. The buildings are often fairly old, and the rooms not as large as in modern, purpose-built resorts either – and parents need extra room when dealing with small children. The Big Blue is perhaps an exception rather than the rule.

Blackpool has many, many problems, and we should focus on those things we can change rather than wider consumer preferences which our geography precludes us from responding to. We need to attract a broader range of visitors beyond ‘hens and stags’, and that includes families but also older visitors keen for a ‘heritage experience’ which Blackpool could – and should – offer. It isn’t enough to try and re-invent the Blackpool of yesteryear in the hope of attracting those who used to come. The resort’s heritage will play a key role but what we need is a ‘different tomorrow’ rather than a ‘better version of yesterday’.