A tourism agency is to dump Brighton and Hove as the star of its camp advertising campaign after research found its image was too racy.

VistBritain, which targets a number of niche markets, including gay and lesbian travellers, said sexy images of semi-naked men, drag queens and clubbing were a turn-off for gay tourists.

VisitBritain's Elliott Frisby said the findings came from focus groups held last year with older gay people in Chicago, San Francisco and New York.

VisitBritain has decided on a new marketing campaign in the US after the groups said they were offended by the adverts, which they said suggested the gay community was only looking for sex holidays.

The research concluded: "Gays and lesbians are not going to Britain because they might see other gays and lesbians - their motivations and triggers are similar to those of other travellers."

Among the marketing being dropped is a "Discover Brighton" poster with an image of a man wearing a feather boa and wig.

The focus groups, which comprised 35 gay men and ten lesbians, advised marketing Britain first and targeting gay and lesbian people second.

The researchers advised using British wit and sophisticated images rather than half-naked people.

One participant said: "I always feel if I see an ad with a lot of skin in it, it's talking down to me.

"I can go on a sex vacation if I want to. I don't even have to leave Manhattan. It doesn't need to be about skin. It doesn't need to play to me on that level."

Iconic British images such as phone boxes, London buses and the Union Jack coloured in the gay pride rainbow colours proved popular with the groups.

Mr Frisby added: "We found that gay and lesbian travellers do not necessarily want to be reached through marketing campaigns specifically about their sexuality.

"They want information about interesting places to visit, coastal towns, historic monuments and additionally, they may wish to access information about gay-friendly hotels, bars, clubs.

"Sexuality isn't an issue. Gay and lesbian people want to have a nice time, enjoy themselves and be themselves when on holiday, as we all do. They don't necessarily want to go clubbing and go to Pride events and that kind of thing."

David Harvey, co-owner of 3Sixty magazine, said: "There is a move away from using sexy bodies to sell gay products.

"Being gay is about so much more than just sex.

"Having a presence in the gay market, making an effort to advertise in gay publications makes a big statement. It shows a place is gay friendly without having pictures of topless guys holding hands in front of Big Ben."

Nick Head, chairman of Tourism East Sussex, said: "Our policy, and I thought the policy of VisitBritain, was always to promote the country, the culture, the countryside and all the great things Brighton and Sussex have to offer first and the fact the city is gay friendly as a bonus."