TRADERS and city leaders have hit back at a report which ranked Southend as one of the UK’s worst seaside resorts, saying the thousands who visit every year “can’t be wrong”.

The annual Which? survey saw Southend rated 118th out of 127 seaside destinations. And Southend received an overall destination score of just 53 per cent.

This customer score is calculated using a number of different categories for a seaside resort, which were rated out of five stars by almost 5,000 visitors.

The city received three out of five stars for the seafront/pier category, tourist attractions and shopping.

Scenery - the city got just one star for its scenery and peace and quietScenery - the city got just one star for its scenery and peace and quiet (Image: STEVE BRADING)

Southend was also given just two stars in the areas of beaches, food and drink, parking, and value for money.

It received just one star for the scenery and peace and quiet.

Bamburgh, in Northumberland, triumphed for the fourth consecutive year. Elsewhere in Essex, Frinton was rated the county’s best seaside town, finishing in the top five.

Martin Richardson, owner of Southend’s Happidrome Arcade, hits back. He said: “All they’ve got to do is come to Southend on a busy day and they will see 10,000 people enjoying the city, who can’t be wrong.

“Yes, every place has its problems and faults, but we have seven miles of beaches which are packed, and it is a brilliant place. Hotels are fully booked, car parks are filled up, it is a great destination to come to.”

Councillor - Matt DentCouncillor - Matt Dent (Image: Southend Council)

Matt Dent, Labour councillor responsible for tourism, business and culture, said: “I think they have got this completely wrong.

“Southend is an excellent destination. We saw it at the weekend, as it was heaving with people, and our tourism here is thriving.

“It is not just the seafront and pier, which is fantastic, and all the upcoming events, but across the entire city, too. We have quieter beaches like East Beach, we have Leigh, which offers a more alternative scene, and so many fantastic parks. I respect Which? But I think the ranking is wrong.”

Other Essex seaside towns did not rank any better, with Clacton 122nd.

Echo Facebook users made their views on the survey known. Sarah-Jayne Patchett said: “Give over. On a sunny day like this weekend, business is booming - it has still got its charm.”

And Louise Bailey said: “I know the High Street could do with being back to how it used to be, but there is still so much to love about Southend.”