A REPORT into the decline of tourism in an east Cleveland seaside town has suggested an action plan to restore its fortunes.

The 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 the glory years of masses of people tucking into the town's lemon ice-creams on the seafront could return to a limited extent through "niche marketing".

The study recommended that Redcar and Cleveland Borough Council:

* Developed annual events to attract day-trippers;

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

* Invested in Kirkleatham Old Hall Museum;

* Restored Locke Park;

* Conducted an advertising campaign once facilities had improved.

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

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

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

Two more events should be added each year over the next three years and these should be followed by a sustained advertising campaign, the report said.

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

In the interwar years the resort developed the Coatham Enclosure with a boating lake, three pools and a pleasure park.

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 will discuss the report at Eston Town Hall today.