WEYMOUTH has ranked among the least holiday-friendly areas in the UK, according to new research.

The resort has come a poor 54th out of 66 destinations rated on factors including weather, accommodation and attractions.

Research from Virgin Money Travel Insurance has put Weymouth below neighbour Dorchester, which came 39th, and fellow Jurassic Coast town Lyme Regis in 45th spot.

The list rates Eastbourne in East Sussex as the top holiday hotspot, with Wells in Somerset trailing in last place.

Tourist operators in Weymouth are disappointed with the result and hope it will not put off visitors.

Mark Wood and partner Diane Farrell bought Chandlers B&B in Westerhall Road after falling in love with the resort while on holiday.

Mr Wood said: “Lyme Regis is a lovely town but we definitely should have come higher than Dorchester. I know Dorchester has got some architecture and history but so has Weymouth.

“People who don’t know Weymouth will possibly be influenced by this but then it depends how small-minded you are and if you want to take the views of the people polled on this, or whether you are open-minded enough to go and make up your own mind.”

Councillor Brendan Webster, Weymouth and Portland Borough Council spokesman for culture, tourism and community facilities said: “We believe people are voting with their feet and choosing Weymouth and Portland as a great place to visit.”

Holiday guide requests have inc-reased and visits to the tourism website are up 58 per cent.

He added: “New figures just released by TripAdvisor, the leading independent holiday guide, show that Weymouth and Portland is captivating new markets across the globe, with the news that the area has been rated the fourth best up-and-coming travel destination in the world.”

But tourism experts in Dorchester have welcomed the research. Tish Robberts, manager of Dorchester Tourist Information Centre, said: “It’s really positive we’re 39th and I think that will probably change over the next few years and we’ll creep up the list hopefully.

“I think we could have come even higher but we need to market ourselves better.

“I think when visitors come to Dorchester and haven’t been before they are quite surprised at what we have got to offer.”

Dorchester town crier and tourist guide Alistair Chisholm is urging potential visitors to give the county town a chance.

He said: “I think when people come here and discover some of the things they are not aware of and are then asked to place it in a list of 66, they would leave feeling it’s worthy, given its size, of being in the top 10.”

Grant Bather, of Virgin Money Travel Insurance, said: “Finding the formula for a perfect holiday is not a science, but good weather and a diverse selection of restaurants and hotels go a long way to making a good break, while tourist attractions and the overall cost are important too.”