THE SEAFRONT is the city’s “shop window” and helps attract more than ten million visitors every year.

But investment is desperately needed to maintain its position as the nation’s favourite seaside resort.

That is the view of tourism bosses, with one warning: “The status quo is not an option.”

In the fourth instalment of our Seafront 2020 campaign, The Argus is calling for better protection of seafront industries, particularly tourism, ports and fishing.

Our calls are echoed by tourism leaders who have warned against complacency and pleaded for greater efforts to tidy up our seafronts and improve ugly buildings.

Around a quarter of the city’s 250,000 population work in tourism, bringing in almost £1 billion a year.

But despite its “fun and frivolous” reputation, working in tourism in Brighton and Hove is like “wading through bureaucratic treacle”, according to Nick Mosley, vice chairman of the Brighton and Hove Tourism Alliance.

The outspoken council critic and managing director of the Brighton and Hove Food and Drink Festival, believes the council has under valued and under promoted tourism and hospitality in the city.

He and colleagues at the Tourism Advisory Board want a not-for-profit company to run tourism at arm’s length from the local authority.

Mr Mosley: “Finally we appear to be on the cusp of creating a sustainable model for tourism that is run as a business not a council department.

“We have the opportunity before us to make bold steps.

“I and many colleagues genuinely hope that this will be a brave new world for destination marketing and visitor services in the city and surrounding region.”

He added: “With the election just days away I can only hope politicians of all colours take the tourism and hospitality seriously for its contribution to Brighton life.”

The boss of what is hoped will be the most popular new tourist attraction on the south coast warned against complacency to ensure the region’s pre-eminence as a tourist attraction.

The Brighton i360 viewing tower is tipped to regenerate west Brighton seafront.

Chief executive Eleanor Harris said it would generate £1 million a year and help pay for some of the £100 million needed to repair the Victorian arches.

She added: “Tourism generates more than £1 billion to our economy so it is vital for our economic success.

“Despite our huge success we cannot be complacent and rest on our laurels and we must continue to invest in our seafront.

“The i360 is a key part of the council’s strategy to achieve this and we expect to attract 700,000 to 800,000 visitors a year with up to half of these being new visitors to Brighton.”

The recently appointed general manager of the Hilton Brighton Metropole, said presentation was key to success.

Sascha Koehler said: “From my perspective the area should be kept tidier and a number of shops, arches, etc could do with an uplift.

“The same goes for some of the more dated facades that do not necessarily match the Regency architecture which dominates the seafront.”

He called for better transport links if the Brighton Centre is rebuilt at Black Rock.

He added: “It is critical that Visit Brighton is clear on what is happening so that they can ensure that conference and other business requiring large space is offered availability, as uncertainty again would have a negative impact on bookings and could significantly damage business for the city.”

More imagination from town planners was called for by Paul Lantsbury, of Kemp Town House, who proposed a light railway connecting Brighton, Kemp Town, the Marina, east Brighton and the coastal towns and villages that run toward Eastbourne.

He added: “The Brighton Centre and Odeon have for too long been ugly, architectural, out-of-place blots on the seafront.

“Why not reclad their exteriors, making them a little more sympathetic? This could also be done to some other Modernist monstrosities.

“Brighton’s physical attractiveness has been dented by ugly, giant recycling containers since the end of door step collections – and, I’d bet, causing less recycling when people cannot be bothered to go looking for the correct receptacle.”

Howard Barden, head of Tourism and Venues at Brighton & Hove City Council said: "The latest 2014 figures from the Office of National Statistics show that Brighton & Hove has achieved a year on year increase in the number of overseas visitors for the last five years, making us the 5th most popular destination in the UK for international visitors and THE most popular seaside destination.

"Tourism generates £817m of direct income for local businesses and supports 20,622 jobs.  17% of the total Brighton & Hove labour force is employed in jobs supported by tourism expenditure.

"VisitBrighton Convention Bureau achieved a 63% increase in the number of conference confirmations for the city and our venues.  This will generate an estimated £52 million in economic benefit to Brighton & Hove."