WEYMOUTH must turn 'trendy' if it is to survive, a tourism boss said today.

Pavement bars, cafs and stylish boutique hotels should all form part of the resort's future if it is to compete, not only with the south west but with the rest of the UK with Europe.

And although Alan Davis, chief executive of the World Heritage Coast Hospitality Association, says some businesses along the coast have taken a step towards creating more upmarket surroundings for visitors and locals more could be done.

He believes the resort can no longer rely on its 'bucket and spade' heritage and must move with the times. He said following this year's busy summer, which saw an increase in the number of visitors from overseas, tourism firms must act to ensure that visitors, wherever they come from, keep returning.

"It is important that we work on the optimism we are seeing and turn it into a lasting change. investment is the key word," said Mr Davis.

He said investment in the English Riviera, which includes Torquay, Brixham and Paignton had seen income from tourism rise by 30 per cent in the last four years. "They started investing heavily five years ago and are reaping the benefits now. Accommodation providers and attractions worked together with a clear mission - invest in the future. This placed pressure on the authorities and tourism agencies to follow," he added.

"It is essential that we are not complacent due to a spell of good weather - it will come to an end soon. We must look to the future and do it urgently.

"Weymouth must be seen as a trendy resort. This will attract visitors to the whole area - the smaller coastal resorts and rural Dorset would all benefit."

Mr Davis said he envisaged chic cafs with tables and chairs outside, especially on the harbour and near the marina and designer hotels offering more than the run of the mill bed and breakfast.

"If we have trendy cafes and hotels then the trendy shops will follow. Trendy does not necessarily mean expensive. We still need to have fish and chips but we need something as well as that.

"It's magnificent around the harbour and the marina but the only thing that is lacking is the chance for people to sit down for a cup of coffee or a drink and watch the world go by.

"Now that we have World Heritage status we must ensure that we all pull together to make it an international resort that we are all proud of. This is a big challenge and we must go for it. Tourism is recovering, but the big test will be when the rain clouds return."