Tourism officials are campaigning to attract a more well-heeled type of holidaymaker.

Hastings Borough Council's marketing department has started its offensive to attract summer visitors just days after the end of the Christmas holidays.

Adverts have appeared in national magazines and a new holiday guide has just been published.

But the campaign for 2001 takes a different approach than in previous years, aiming to give the town a more upmarket image.

The new guide has been produced on glossy paper, in the style of a "coffee table" book. It emphasizes the resort's history and culture to encourage a wide range of visitors.

Councillor Mike Bigg, cabinet member for regeneration and tourism, said: "Hastings and St Leonards have always appealed to those with families and will continue to do so.

"But we know the town has so much more to offer, particularly to those who are interested in heritage, culture and the arts."

Coun Bigg said he thought the new guide book would help encourage a new type of visitor to the area.

He said: "We have always known what a great place this is, so much more than candy floss and ice cream. Now we are going to tell everybody so."

The town's new image contrasts sharply with the negative press it received in the past from national newspapers.

Years of under-investment meant many of its magnificent Victorian and Regency buildings were run down and it was dogged by drugs and crime problems.

Hastings and St Leonards are still two of the most deprived areas in the country, on a par with inner city areas of London and Manchester.

Now the resort is undergoing a £26 million regeneration project, funded by the Government and the European Union.

Copies of the holiday guide are available from the Hastings Information Centre.