Picture this. The sun is shining. There are turquoise waves lapping in the distance. You have a freshly-shucked oyster in one hand and a glass of champagne in the other. Close your eyes and you could be on the Côte d’Azur; open them again and find yourself back in the surprisingly glamorous surroundings of Kent. Such is the new reality in many of England’s gentrified seaside towns. 

The past decade has been something of a renaissance for the fleet of destinations on the Kent and Sussex coast. Once stark and often derelict reminders riding on their 19^th and 20^th century reputation – when everyone who was anyone holidayed on Britain’s beaches, peaking in the 1970s with 40 million tourists per year – the likes of Margate, Whitstable, Brighton and Rye certainly looked worse for wear in the early 2000s, when cheap all-inclusive European package holidays overtook homegrown B&Bs and hotels. 

By 2010, these seaside resorts became the locus of a number of last-ditch attempts to save the UK’s summer tourism industry and, thanks to government grants and council boosts, the redevelopment and refurbishment of hotels, restaurants, galleries and high streets have transformed them back into places to see and be seen. Case in point: a 2022 report commissioned by Visit Kent in partnership with Thanet District Council (a district spanning Margate, Broadstairs and Ramsgate) found that the value of Thanet’s visitor economy has increased by 70 per cent, to £212 million, from 2020. 

This surge in tourism may partly be down to the pandemic, when staycations were the only real option for a getaway – 3.9 million overnight trips were booked in Thanet in 2021 – but then why did 4.6 million people return to holiday here in 2023? Welcome to London-on-Sea. 

Thanet is a microcosm of what is happening across the country. With many seaside towns having been thoroughly gentrified by affluent holidaymakers who would rather have a sunny sojourn in Sussex than Spain, these destinations that were once the epicentre of British seaside hedonism now offer luxury of a different kind, giving not only millennial and Gen Z travellers exactly what they want – Instagrammable hotels, wine bars, and Michelin stars – but Generation X too. Clearly, seaside nostalgia never goes out of fashion. 

Book a holiday on the British coast and passport requirements and visas go out the door, there’s a lack of language barrier, plenty of cost-effective accommodation options and it’s also eco-friendly (a study by Condor Ferries found 82 per cent of millennials want holidays that have minimal impact on the environment). Plus, when you’re not sacrificing on style or substance, the good old-fashioned seaside becomes a no-brainer for the well-heeled crowd. 

Peak time to visit is summer, but that doesn’t mean there’s not plenty to occupy you on a grey day (and that’s when that hardy Britishness will kick in). Just remember your bucket and spade. 

Whitstable, Kent

Dubbed Islington-on-Sea, Whitstable has experienced a recent influx of not only day-trippers and holiday-makers but also second home owners, and is now ranked the eighth most popular seaside town for a home-away-from-home. We can’t say we’re surprised, given Whitstable has everything you’d need for a break from the city: great food, great pubs, a great high street and even greater atmosphere – chuck in the pebbly beach and you’ve got yourself a winner. 

The beach hut-lined shingle shore is renowned for its historical connection to oysters; it’s been home to the Whitstable Oyster Company since the 1400s, making it one of the oldest companies in Europe. You can find tourists and locals alike downing oysters on the seafront, as well as joints like Wheelers and Ossies Fish Bar on Tankerton Road. Explore Whitstable’s arty side by visiting the Fishslab Gallery, which supports emerging artists, and the Chappell Contemporary which stocks limited edition prints. Fashionistas should pay a visit to family-owned and independently run clothing boutiques such as Ruskin, Fig, and Pink Flamingo on Harbour Street, before heading to Harbour Books to browse the shelves. 

Where to stay: Hotel Continental

The most upmarket hotel in Whitstable, Hotel Continental is a family-run, beach-front haven just a short walk from the harbour and town centre, perfect for a luxurious night’s sleep after a day of oysters and champagne. Home to its own brasserie overlooking the Thames Estuary, guests can dine on Whitstable Rock oysters (obviously), seafood chowder and mussels and frites. The bright white rooms are fitted with all the amenities you’ll need for a relaxing break, but for those looking for a proper home-away-from-home, look no further than its Fisherman’s Huts – self-contained accommodation perfect for families and only minutes away from the waves. There’s no spa here, but there’s cold water therapy on the doorstep… 

From £134 per night. 

Margate, Kent

Situated on the Kent coast, otherwise known as the Garden of England, Margate is one of the trendiest seaside towns in the UK. Offering a unique blend of seaside charm, Art Deco architecture and a keen focus on arts and culture, Margate has become catnip for Londoners looking for a chic retreat. Its independent hotel scene has also seen a resurgence of late, welcoming five-star outposts by the likes of boutique chain GuestHouse Hotels and independent hoteliers who have put an emphasis on Instagrammable interiors, luxe food (namely oysters and champagne) and sun-drenched rooftops for sundowners. 

Step off the train and you’ll immediately be greeted by Dreamland amusement park but, unless you’re a huge fan of the Big Wheel and the Busy Bee Coaster, we recommend you head straight for the town centre. Remnants of its former heyday – think amusement arcades, tacky gift shops and greasy spoon cafes – are still here, but that’s part of the charm. Discover Margate’s gentrified side on Kings Street, home to ethical homewares at Aarven and second-hand clothing at Madam Popoff Vintage, and its seafood scene at family-run bistro Angela’s, sister restaurant Dory’s, and Sargasso. Hometown of Tracey Emin, and now the locale of her art school, Margate has also become a creative hub of late, so art enthusiasts must pay a visit to a handful of its many independent galleries, including the famous Turner Contemporary situated on the seafront. 

Where to stay: Margate House

A bohemian bolthole that opened in 2023, Margate House is the interiors-led brainchild of developer Will Jenkins, who spotted a gap in the market for a classic-meets-contemporary hotel at the seaside. Featuring just nine ensuite bedrooms, expect a warm pink palette complemented by exposed brick fireplaces and original wooden flooring, as well as an enviable collection of art featuring vintage posters from Projekt26, works by Henrietta Dubrey and Cavel Rafferty, and an ever-changing gallery of emerging artists in the Drawing Room. 

Bedrooms are peppered with linen bistro curtains, scalloped lampshades, bespoke wavy headboards and unique finds from local antique dealers (including Chris Ifill Antiques and Cliftonville Antiques), complete with walk-in rainfall showers and Haeckel’s toiletries made using seaweed handpicked in Margate. Breakfast is served in bed, and hampers of coffee, fresh juice, and a ‘bake of the day’ from nearby Staple are delivered to bedrooms each morning. That’s what we call a good start to the day. 

From £145 per night. 

Brighton, East Sussex

One of the leading lights in the Great British seaside resurgence, many would say Brighton never went out of fashion. It was put on the map in the mid-19^th century when railways connected the Sussex coast with major train hubs in London, enticing well-heeled Victorian travellers to enjoy a break by the coast. What followed was the development of the likes of the Grand Hotel, the Hilton Brighton Metropole, the Palace Pier and the West Pier – all of which serve as bastions of Brighton’s tourism status to this day. 

Now a bohemian bubble – a study from relocation company Movehub named it the world's ‘hippest’ city in 2018 – it’s safe to say Brighton draws a younger, more fashion-forward crowd than its neighbours. Expect a thriving vegan food scene, craft beer breweries, independent coffee shops, plant emporiums, record stores, vintage clothing boutiques and tattoo parlours. Wander through The Lanes – once the hub of the old fishing town Brighthelmstone, and now the heart of Brighton’s historic quarter – to peruse the windows of antique jewellers alongside upmarket independent clothing retailers. The seaside city has been heavily influenced by the capital – Soho House moved in here in 2022 and The Ivy Asia opened the same year – but we also recommend sampling local foodie favourites such as Spanish-inspired Amari, wood-fired cooking specialist Embers, and Gingerman: a stalwart on Brighton’s food scene, having been in situ on Norfolk Square since 1998. 

Where to stay: No.124 by GuestHouse

Having only opened last summer, No.124 is the newest arrival from the GuestHouse group and promises to bring all the personality of its sister properties in York, Margate and Bath to Sussex’s south coast. Spanning three gorgeous Georgian and Victorian townhouses, the 32-key hotel overlooks Brighton’s West Pier and its interiors nod to its seaside location, featuring vibrant parasol-inspired palettes and kitsch touches of Palace Pier-inspired décor. 

New for this year is its Field Trip Spa, accessed via a wildflower-flanked entrance and cocooned in a cave-like space, offering a coastal-inspired treatment menu including a deep sea scrub and hot sandstone massage. The in-house restaurant, the Pearly Cow, is the place to while away the hours over salted cod and crab tacos, smoked anchovy and caper pizettes, and Whitstable oysters with all the trimmings. If the sun is shining, book the terrace and you’ll have bagged one of Brighton’s hottest tables. 

From £175 per night. 

Rye, East Sussex

You’ve probably seen pictures of Rye – but have you ever been? The coastal destination, situated a stone’s throw from Camber Sands, was once named the most naturally beautiful town in England and Wales, and its quaint cobbled streets and quintessentially British cottages do the accolade justice. There are a number of independent interior design shops to tempt you, including Alex MacArthur Interiors, The Confit Pot, Strand House, Puckhaber Antiques, and Merchant and Mills, which prides itself on stocking and weaving some of the best fabrics in the UK. 

So, aside from aesthetics and shops, what else would you want from a seaside town? Local eateries and boozy boltholes, of course. Don’t miss the Mermaid Inn – a 600-year-old pub offering delicious dining in its two AA Rosette restaurant and local ales in its relaxing Giants Fireplace Bar – and the Green Michelin-starred Tillingham. Camber Sands is just 15 minutes on the bus, or a three mile walk from Rye town centre, and definitely worth it to feel the sand of one of England’s finest beaches between your toes and refreshing sea air in your face.

Where to stay: The George in Rye

Hailing from Hackney, husband and wife duo Alex and Kate Clarke took on a huge project when they bought The George in Rye in 2004. Now a Mr and Mrs Smith property, and following a thorough refurbishment, The George is home to maze-like corridors, designed to mirror the town’s network of alleyways, that lead to 41 rooms, including five junior suites. Interiors are thoughtful but seriously individual; expect a smorgasbord of antiques and accents, such as copper roll-top baths, antique French writing bureaus, monochrome Florence Broadhurst textiles, reclaimed sails for wallpaper and upcycled madeleine trays for cupboard doors. Somehow, it all harmonises perfectly. 

The menu at the brasserie‑style George Grill is informed by local produce from Rye Bay, Romney Marsh and Boughton Monchelsea to create top-quality plates including hake, clams and coconut verde, miso butter scallops and Rye-caught fish and chips. The adjacent Dragon Bar is perfect for both a digestif and aperitif, serving a mean Rye whiskey cocktail or delectable glass of Sussex wine – plus, it stays open until the last guest leaves. This hotel is anything but boring. 

From £113 per night. 

Deal, Kent

Deal is the underdog in Kent’s seaside town competition – but it’s the place to be if you fancy a trip where understated art galleries and museums meet independent restaurants and quirky shops. Steeped in smuggling history, Deal is charming and characterful; picture-perfect in appearance with colourful houses fringing its pebbly beach, but also providing enough substance to rival its neighbours Ramsgate and Dover. 

Hotspots include biodynamic French wine bar Le Pinardier, which counts delectable bistro Frog and Scot as a neighbour. Vinyl and craft beer goes hand in hand at Smugglers Record Shop, while small-scale, independent artists have set up shop at the Linden Hall Studio, Taylor-Jones and Son, and Don’t Walk Walk galleries. Deal may not have the art-led reputation that Margate boasts right now, but give it a couple more years, and we bet it will be drawing a seriously creative crowd. 

Where to stay: Updown Farmhouse

Former London restaurateurs Ruth Leigh and Oliver Brown turned their hand to hotel hospitality when they lovingly restored this Grade II-listed farmhouse into a prim-and-proper restaurant with rooms in 2022. Interiors blend Soho House style (Leigh admittedly leant on a friend at the famous private members’ club for help) with cosy touches, with much of the art collection provided by Brown’s mother and brother. Updown Farmhouse has a knack for keeping it in the family, with Brown also acting as head chef at the restaurant housed in a 17^th-century conservatory. Here he invites locals and guests alike to dine under a vine canopy on seasonal, Italian-inspired plates of asparagus and bottarga butter, grilled mackerel with rhubarb, and veal chop in sage. 

The main house is home to four colourful rooms while the chic Gardener’s Cottage and two-bedroom Gatehouse are perfect for longer stays. The newest collection of accommodation comes in the form of the Stables: a thoughtfully converted run of compact rooms which all open straight out onto the gardens, and boast high ceilings, original beams and a unique collection of art. Whichever you pick, you won’t be disappointed. 

From £180 per night. 

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