When Eastbourne won this year's Group Leisure Industry Awards, Brighton was forced on the defensive as the South Coast's most happening resort.

But for hoteliers and those involved in promoting tourism in Eastbourne, the award just proved what they had known for a while - the town is fast becoming the place to take a holiday.

Ron Cussons, director of tourism for Eastbourne Borough Council, said: "We are an award-winning town and we build on quality.

"The old image of Eastbourne is fast falling off, which means we are getting more tourists in the domestic market and from abroad through the tennis and Airbourne."

One of the resort's greatest assets is its combination of attractions for all ages.

Like Brighton and Hastings, it offers miles of beaches, a pier and a growing marina development.

But the natural beauty of Beachy Head and miles of unspoilt downland provide a natural contrast to the hustle and bustle of other towns' tourist-drenched seafronts.

Festivals have always been a strength.

This year's Airbourne drew more than half a million people to the town, an increase of 68,000 on last year. The air show helped generate £2 million for the economy.

Family attractions feature high on the town's tourist agenda but, with Brighton's reputation for catching the younger end of the market, Eastbourne has worked hard to change its fuddy-duddy image.

Skate Festival 2001 attracted 15,000 visitors and organiser Tim Wheals is sure the event will continue to grow and attract more young people.

He said: "Next year will be the fifth event and will bring more people into Eastbourne, which is great.

"It is the largest skate event in Britain and appeals to everyone but especially to the kids, with its extreme sport and hockey elements.

"Next year, we are looking at several new elements. Nothing has been confirmed but we are hoping to make Eastbourne a competition centre for the sport."

Other strings to Eastbourne's bow include its four theatres, more than any town on the South Coast, which feature West End productions such as West Side Story.

The council has been at the heart of investing in the town and recent developments include £100 million in the construction of the Sovereign harbour and marina and a £27 million housing investment for 477 social housing properties.

But for all its modernisation, the town has some tried and tested traditions which symbolise its appeal.

The Britannic Asset Management International Championship never fails to bring in the tennis fans and stars of the sport such as Lindsay Davenport and Anna Kournikova.

The town's Grand Hotel provides a traditional touch of class to the seafront and has just won the Most Excellent Coastal Hotel award from world renowned guide book Conde Nast Johansens.

Its other awards include the Interior Refurbishment prize, Eastbourne Society Gold Award and the Coastal Corker 2002 title from Which?Hotel guide.

For the future, the growing trend of attracting younger people looks likely to continue, with the creation of the Eastbourne Sports Park, equipping the town for the 2002 South-East Regional Youth Games.