Holidays in Brighton and Hove are making a huge comeback as thousands of struggling families shun their usual expensive breaks abroad and head for the seaside.

As more than 100,000 sun worshippers packed onto the yesterday, online holiday firm lastminute.com revealed hotel bookings in the city were up 63% on the same period last year.

Hotels across Sussex have reported huge rises in bookings as holidaymakers try to beat the credit crunch.

Experts have put the ballooning figures down to people tightening their purse strings as the economy slows.

Tom Wright, chief executive of tourism body VisitBritain, said: “Economic factors coupled with renewed enthusiasm for what a holiday in Britain can offer present real potential for domestic tourism this summer.

“Our seaside resorts have undergone a renaissance, with options to suit every taste. Cities have regenerated and destinations and standards are improving.

“With this, and the potential for queues and longs waits at the airport, it is no wonder that Britons are avoiding the hassle and maximising their holiday time by staying at home this year.”

Sunseekers from across the country were out in force on the seafront yesterday enjoying the sunshine on hottest day of the year.

The hottest temperature recorded on Sunday was around 28C (86F) in Brighton and Hove.

Helen Carpenter, 32, of Greenwich, London, said: “I'm having a week in Brighton primarily because I can't afford to go abroad this year. You can jump on the train to Brighton for the less than the price of a round of drinks and I'm staying with friends. So I'm getting a beach, hot sunshine and it's costing me next to nothing.”

Website lastminute.com has reported an increase in bookings of UK holidays by 16% with holidays in Brighton up 63% and up 66% in Eastbourne.

Tim Costello, of the Old Ship Hotel, Kings Road, Brighton, said: “We have had an increase in bookings this year. When the weather is nice we are full. We've had a lot of tours in from around the UK.”

Mark Jones, chairman of the Brighton and Hove Hoteliers' Association, said the city needed to continue to work at attracting UK residents to holiday in the city.

He said: “Everyone in Brighton¹s tourism sector needs to work together with the council to promote the city and push it out to that market so people who have changed their mind and opted to stay in the UK know we are here.”

Eastbourne Borough Council's spokesman for tourism, councillor Steve Wallis said: “Holidaying in the UK is becoming increasingly popular and Eastbourne is definitely seeing more visitors this summer.

“The fact that bookings are up by 66% is brilliant news for the town and with such a fantastic location on the south coast, a beautiful Victorian promenade, first class Blue Flag beach, natural beauty of the South Downs and vibrant and varied nightlife, Eastbourne definitely makes an ideal summer getaway.”

When he lived in Spain, Gary Ladds spent his holidays in Eastbourne and now runs the Gladwyn hotel in the town's Blackwater Road.

Mr Ladds, who lived in Malaga for nine years before returning to the UK, said: “It is my first year running the hotel so I can¹t say that numbers are up on last year but we are very busy.

“Talking to friends in Spain there are not as many British people there this year.

“I think that if people are going abroad they are going to the States or holiday at home. We are seeing a lot of long-term bookings where people are staying for a week or so.

“I think Eastbourne is a superb place to holiday. It's a scorcher today and the town is very busy. “When you compare the town with other seaside resorts you can see that it is a quality place.

“It is well-maintained and there is lots here for people to do.”

Harry Pope and his wife Pamela run The Sheldon hotel in Burlington Place, in Eastbourne.

Mr Pope said: “We have seen an increase in trade in the last 12 months.

“I think it's because Eastbourne is a quality area. It's clean and people feel safe here.”

He added: “The council has got an extremely good accommodation guide and the hotels that bother to advertise in it mainly get a good return.”

Elsewhere around the county, hotels are seeing a pick-up in trade.

In Worthing, hotelier Christine Oliver who runs the Marine View in Marine Parade, has just had her busiest month for bookings in the ten years she has owned the hotel.

She said: “Generally there are a lot more holiday makers about.

“Worthing is very popular and has good theatres and lots of pubs and restaurants.”

In Bognor, Jacquie Long from the Royal Norfolk Hotel also said it was busier than last year.

Have you given up your foreign holiday this year because of the credit crunch? Can Sussex compete with Spain? Let us know by leaving your comments below.