CLACTON needs to drop its “bucket and spade” image and to attract more visitors, according to town hall bosses.

Neil Stock, the leader of Tendring Council, claimed the town needs to find new ways of selling itself to visitors.

He has revealed new strategies for tourism and regeneration are being prepared.

Mr Stock said: “We have to have big aspirations. We really believe this district has got a lot to offer. It is not going to be the old fortnight’s bucket and spade tourism.

“I think it has already moved on, but we are not quite sure where it is going. In a way, the only way for Clacton to go is up, and if you can push it in the right direction, it has massive potential.”

Speaking at the Shopping for Success conference at the Kingscliff Hotel, in Holland-on-Sea, he said: “It is all about surviving, thriving and moving forward.

“To underpin the commitment, the council is drawing up a new tourism and regeneration strategy to get Tendring going again as a thriving economy.”

Carlo Guglielmi, the councillor responsible for renewal, told the conference the new strategy would be linked closely with tourism.

He said: “People have to get used to visiting our seaside resorts again.”

Pierre Oxley, the chairman of Clacton’s Chamber of Trade, agreed that the town needed to diversify its appeal to get more visitors in over the winter months. But he said there was still a strong feeling for traditional beach holidays.

He said: “You need to diversify at the same time, but I do not think you should get rid of everything and change just for the sake of it. ”