A REPORT into the decline of tourism in Redcar has suggested an action plan to restore its fortunes.

Experts said that once-booming Redcar, in the top third of the most deprived areas in Britain, has a poor image, lacks self-esteem and needs to be realistic.

However, Liverpool consultants L and R Consulting said that the glory years of masses of people tucking into lemontop ice-creams on the seafront could return to a limited extent through 'niche marketing'.

Their study recommended that Redcar and Cleveland Borough Council:

* Develops annual events to attract day-trippers;

* Encourages niche interests such as golf and classic car showpieces in the town;

* Invests in Kirkleatham Old Hall Museum;

* Restores Locke Park;

* Conducts an advertising campaign once facilities have been improved.

The resort's weaknesses were listed as a lack of quality accommodation; too few attractions, especially in bad weather; a poor image and self-esteem and a lack of collaboration by marketing groups.

The report said that Redcar's strengths included the recent Seaside Award for its beach, the racecourse and its town centre shopping development.

The study advised that there should be three major events in the first year - the forthcoming Zetland Lifeboat 200 Years Celebration, the opening of Regent Walk shopping centre and the Christmas Shopping Fiesta.

The report also advised that two more events should be added each year over the next three years, and that the town should undertake a sustained advertising campaign.

The report noted that 174,000 people had stayed in the town in 2000 and that it had attracted a further 798,000 day visitors.

But visitor numbers were dramatically down on the town's boom years, which began before the First World War when more than 40,000 people would pour into the resort in a day.

David Walsh, leader of Redcar and Cleveland Borough Council, said: "We can never have the traditional bucket and spade tourism of years ago, but we can specialise. There are specific tourism experiences people enjoy across the area and there's niche tourism like country walking and industrial archaeology we can exploit."

The council discussed the report at Eston Town Hall on Tuesday.

Speaking after the meeting council officer Peter Lane said councillors were keen to know how the report's recommendations could be acted upon.

He explained that the council had already come up with its own similar action plan and would work with other interested parties to apply for funding.

The consultants' report cost about £20,000.