Coastal town celebrates Christmas Day in August in ‘unusual’ attempt to boost tourism

A coastal town has launched a festive event – ​​at a very unusual time of year – to attract more tourists during the summer months.

When you think of August, you usually think of sunshine, beach chairs and ice cream.

But instead of a beach party or sandcastle building, the town of Bridlington in East Yorkshire has decided to celebrate Christmas in the summer to attract visitors.

On August 7, the seaside resort hosts Bridemas Day to show holidaymakers that there is plenty to do in their part of Britain even in the cold months.

Councillor Nick Coultish, the council's cabinet member for culture, leisure and tourism, said the event was intended to show that the city was a “fantastic place” even at Christmas.

The Yorkshire town will host a variety of Christmas-themed events, including a screening of Will Ferrell's Elf and festive beach activities with delicious treats to be won.

Bridlington's panto stars from this year's Jack and the Beanstalk will also be performing at various venues around the town.

However, they will not be in the spotlight: festive tunes will be heard from the city's runway throughout the day.

Venues such as Bridlington Spa, Sewerby Hall and South Cliff Holiday Park will also be adorned with decorations to get people in the holiday spirit.

Free events are also offered, such as free swimming sessions at East Riding Leisure Bridlington from 10am-11am.

Mr Coultish told the BBC: “It is certainly unusual to move Christmas to the coast in the height of summer, but we really hope people will join in the festive fun.”

There will be a number of Christmas-themed events on August 7, including a screening of Elf – and there will even be some Christmas snacks to be had (pictured: a Santa hat on Bridlington beach).

Councillor Barbara Jefferson, council member for heritage and coast, said: “It is certainly unusual to bring Christmas to the coast in the height of summer, but we really hope people will join in the festive fun.”

“It's all about promoting the many fantastic events and activities we have on offer over the holidays. And there's so much more happening, it's going to be an amazing day!”

“The aim of this event is to show that Bridlington is not just a summer destination.

“It’s also a fantastic place to visit at Christmas time as we have so many events and attractions on offer for locals and visitors, including the pantomime theatre in the spa, the Winter Woodland event at Sewerby Hall and Gardens, the Santa Express land trains and festive offers at our leisure centre.”