VISITORS to Southend will have no benefit from a new parking pass, making it “the most expensive tourist hotspot in the UK”, councillors have warned.

Outspoken Tory councillors have slammed the pass, after it emerged families may have to pay up to £102 for a three day weekend in Southend.

As part of that fee, they claim drivers would need to move their car to different car parking zones four times a day.

But Southend Council insists the pass is not aimed at visitors who only visit the town once a year.

Martin Terry, councillor in charge of community safety, said: “They’re being misleading and deliberately misunderstanding the parking pass.

“We know we’re getting it right. It’s not just about the seafront.”

The council plan to increase some parking fees in the town, with Southend’s Conservatives revealing some prices are being hiked by 550 per cent on the High Street.

The Tories also compared the £72 a visitor without the Southend pass may have to pay in parking for a weekend in the town, to parking costs in Brighton and Clacton, paying £51 and £15 respectively.

But Mr Terry told the Echo how the most expensive parking cost in Southend had been compared to the cheapest in other towns.

Tony Cox, the leader of Southend’s Conservatives, added: “It’s anti-visitor, and anti-Southend.

“We would become the most expensive tourist destination in the UK in terms of parking.

"We need to keep the cost to the public at a minimum, they’re already on struggle street through no fault of their own.

“Trying to be innovative is no bad thing, but I don’t think it will work.

“Our town relies on tourism, the High Street is on its knees.”

Martin Terry cited the reason for parking increases on the seafront is to ensure visitors who “trash the place” contribute to the bill, adding: “Overall, parking charges are decreasing across the town.

“Why should residents in Southend foot the bill for when visitors ruin it. It’s not fair. The parking increase won’t make a difference to visitor numbers.”

Southend Council told the Echo the 550 per cent increase is based off a 12 space car park off the high street, and another 14 space car park nearby.

The budget will be discussed by the cabinet next week.