Organisers of a sex festival say they want to make Brighton the Cannes of the erotic world.

The Plus Show at the Brighton Centre next month will feature semi-nude dancers, pornography awards and sales of erotic books, videos, art and fetish gear.

The three-day festival, which takes its name from the phrase People Like Us, has been given a licence on the understanding it adheres to strict decency rules.

The people staging the show say they chose Brighton because of its reputation for sexual variety and tolerance.

Publicity for the festival says it is "designed especially for people who wish to explore and experience their fantasies and sexuality in an exciting, safe and secure environment."

The event will feature several themed zones, including the Video Zone, the Art Zone and the Fetish Zone.

Porn magazine Penthouse may hold an awards ceremony on one of the evenings.

Three daily ten-minute shows will also be performed.

Stewart Crofts, director of organisers Norcro, said the Guttersnipe show would be "a celebration of the dark fetish side", Pleasure Dome would be set in the 17th century while Angels With Dirty Faces would "involve Barbies".

However, he insisted the event would be fun and upmarket, rather than sordid, and would be less explicit than lap-dancing clubs.

He also distanced the show from the recent controversy over a play in London's West End, which sparked a police investigation following allegations of live sex on stage.

There will be topless models on some of the Plus Show stalls but they will be under strict instructions not to wander from their posts.

Any visitors aged under 18 will be thrown out, as will any traders selling unclassified products or anyone displaying their genitals.

Mr Crofts said: "Brighton is famous for its wonderfully cosmopolitan and liberal society. We expect many visitors from all walks of life, from barristers to dustmen.

"Just a few hundred yards away is a nudist beach which children can see.

"We're taking this behind closed doors and allowing adults to express and enjoy themselves.

"There won't be couples carrying on. People can just come and watch some fun stage shows, buy products and be with like-minded people."

Show spokesman Russell Morley said: "We hope this will become the equivalent of the Cannes Film Festival. We are expecting interest from all around the world."

Brighton and Hove City Council granted the organisers a temporary sex shop licence and an occasional sex cinema licence after being satisfied the event would be managed appropriately.

The event runs from May 16 to May 18 between noon and 7pm.

Admission costs £12.50 on the door or £10 for those booking online at www.theplusshow.com.