Tourism chiefs in Blackpool are pinning their hopes on the seaside town’s famous Illuminations after a disappointing year for hospitality.

Industry experts have blamed the cost-of-living crisis, unseasonal weather and interest in international events such as the Olympics for lacklustre summer bookings.

But pressure on family finances could save the day this autumn, with people attracted to the UK’s biggest free light show and other outdoor public entertainment.

“People want value for money – nothing cheap – but value for money, and they get this in Blackpool,” said Lyn Williams, leader of Blackpool Council.

“Value for money is important in this cost-of-living crisis,” the Labour politician stressed.

The Illuminations used to run from early Septmber to the first week of November, but following the pandemic, the council extended the lights’ season to the first week of January, with the aim of kickstarting the tourist industry which was hit hard by Covid.

“We are now an all-year-round resort – extending the Illuminations to January has really helped.

“Christmas by the sea is becoming very popular,” said Williams.

She added: “People are not just driving through – they are getting out of their cars and spending their money.”

Crowds packed the promenade two weeks ago to see former Spice Girl Mel B switch on the lights, part of the celebrations to mark the beginining of the Illuminations season.

Last week the first weekend of the World Fireworks Championship compounding the number of visitors, and leading to long lines of traffic heading down the M55 once the event was over.

But many also stayed over in the town, according to Williams.

“Last weekend places were full,” she said. “I was judging the fireworks, and on my way to the event it was great to see so many people heading to the promenade.”

This year’s poor summer weather hit all aspects of tourism in the town.

“June was a wash-out – nobody wants to buy ice cream in bad weather,” said Luca Vettesse, owner of Notarriani Ices.

“It has been a funny kind of year. We had a terrible early summer.

“But people have been coming back, ” said Mr Vettesse. who is the fourth generation of his family to run the ice cream shop.

“We’re lucky as 75% of our trade is local, but people do get out of their cars to buy an ice cream – even though we are off the prom.”

According to Claire Smith, president of local hoteliers’ group Stay Blackpool, the weather has been one of several factors to impact the summer season.

“It has been a perfect storm. With the cost-of-living crisis, people don’t have the money; the election also made them cautious; and then we had the European football championships and the Olympics – and the summer weather was terrible.

“The money saved when they could not go anywhere during Covid has been spent, and those who tried a UK staycation, out of fear of going abroad, are back overseas.

“We haven’t been alone in this – it’s the same picture all over the UK – but it is a normal bad year, not an abnormal [bad] year like Covid.

She said events such as the World Fireworks Championship, which began last week, and the Lightpool festival later in the autumn are giving the town a new lease of life.

Ms Smith believes people are likely to be attracted by the free entertainment offered by the Illuminations and other outdoor events.

“The Illuminations will save the town’s season,” she said.