Brighton and Hove needs to stay “ahead of the curve” in fighting beach litterbugs to ensure they don’t drive visitors away from the city.

That’s the opinion of marine conservation experts following the publication of the latest clean-up figures which put Brighton’s beach among the most litter-strewn in the country.

More than 60 volunteers collected 32 bags of rubbish from Brighton beach during last September’s Beachwatch Big Weekend, which was among the biggest hauls collected nationally.

In total 5,526 items of rubbish were found on seven East Sussex beaches – the equivalent of 2,321 items of rubbish per kilometre. In comparison 4,111 items were found at six West Sussex beaches at a rate of 1,551 items per kilometre.

Dr Robert Keirle, pollution programme manager at the Marine Conservation Society, said local authorities should be sharing resources to increase the impact of anti-litter campaigns and to update a message that was not having the same impact it had before.

He said that the message needs to emphasise that litter was not just an aesthetic problem but a safety issue for people and wildlife and also a factor in antisocial behaviour.

He said: “They are depressing figures and an indication that environmental issues have dropped down people’s priorities, which is understandable when people are concerned whether they are going to be in a job next month or whether they can pay the mortgage.

“Coastal resorts such as Brighton depend on revenue from tourists and need to be ahead of the curve keeping on top of the litter problem.

“If tourists get out of their car and decide this is an uncared for, untidy and possibly unsafe beach, they are likely to pack up their car and head to another beach.”

A Brighton and Hove City Council spokeswoman said on an average day across the whole year the council collects up to 2.5 tonnes of rubbish from bins along the seafront and beaches, while on the busiest weekends in the summer it can exceed ten tonnes a day.

She added the council had 13 cleaners out on the seafront at any one time between 6am and 10pm seven days a week during the summer, with staff numbers increased when required, while during the busiest weekends extra bins are added on the seafront.

She said: “We ask residents and visitors to throw their rubbish in the refuse and recycling bins when they leave, to keep the beach clean and to prevent it from blowing in the sea.”