BRIGHTON and Hove needs tidying up, cheaper parking, better public transport and less seafront roadworks to win back the almost one million day trippers lost.

That's the indictment on the city after the Argus revealed that a drop in the number of day visitors had cost the city economy £14.5million last year.

The number of overnight visitors increased slightly - but with more than a third of the city's tourist profits coming from day visitors calls have been made to ensure more is done to attract them.

Conservative councillor Steve Bell said: "If day trippers come down here they will go on the pier, the i360, the beach and a cafe - staying visitors will do all that but over the course of several days.

"They should be ignored at our peril.

"To boost the economy we need more day trippers as well as staying visitors."

Day trippers spend more than £3 million pounds in the city every year - compared to around £5million spent on overnight stays.

However Brighton and Hove City Council has been accused of complacency by blaming the weather for the drop in visitor numbers.

Critics blamed extortionate parking charges and untidy streets.

Coun Bell said: "I would say a big part of the problem is parking charges.

"We [the council's Conservative group] have been trying to get parking prices reduced.

"The trains aren't much better but the parking is a significant issue because if you drive the family and park up, on top of all the other bits and pieces, its a really expensive day out.

"People from London tell me they wouldn't come down again."

Seafront trader Gregg Harman, of the Madeira Cafe, said: "Parking is going to be the biggest thing. I really believe parking charges make a big difference.

"I hear it all the time.

"It is not just the prices but when visitors get down here and find a space then discover it's pay by phone. It's stressful and puts them off.

"Once bitten people are twice shy.

The next time they think of going out somewhere for the day they think they'll go somewhere else.

"The weather is a big factor but it's not everything.

"The mess and the litter around is a big problem too.

"People think it looks scruffy."

Tourism planning consultant Martin Taylor who worked on the regeneration of Brighton seafront in the 1990s also blamed the untidy sight of seafront roadworks.

Mr Taylor, who still lives in the city, said: "I am surprised by the figures. Brighton doesn't look less busy."

"It might be down to the seafront roadworks, but they are only temporary."

The issue sparked outrage amongst our readers, with more than a hundred commenting on yesterday's story online and sending in letters.

Readers echoed the view that parking charges, problems with the trains and filthy "rubbish-strewn" streets were putting visitors off.

Brighton and Hove City Council initially blamed the weather and suggested overnight visitors were more important.

Yesterday The Argus asked to speak to both council leader Warren Morgan and tourism lead Alan Robbins about what can be done to save our day trippers - but both refused.

COUNTING THE COST TO OUR TOURISM INDUSTRY

DAY trippers spent more than £332 million in Brighton and Hove in 2015.

The nine per cent fall in day trips from 10 million to 9.1 million worked against the 1.5 per cent rise in overnight visitors.

Tourism South East’s figures show that the drop in day trippers last year bucked the trend of year-on-year increasing value from tourism to the city.

While overnight visitors make up the majority of visitors to the city – day trippers should be ignored at our peril.

They made up more than a third of the city’s tourist income for the year – £332 million – compared to the £526 million from those who stay longer.

But “day visitors” also includes all those who live outside the city’s boundaries but still in Sussex and might spend the day in the city for shopping, socialising, a meal out or a trip to the theatre.

They spent £149 million in our shops – more than the £112 million from overnight tourists.

While the £165 million spent on accommodation is not to be sniffed at – our day visitors also spent more on food and drink than overnight visitors (£116 million compared to £112 million).

In 2015 visitors spent almost five million nights in the city – a 1.4 per cent rise on 2014.

Overall, visitors spent £815 million in the city in 2015, £14.5 million less than the previous year.

More than 20,000 jobs rely on tourism.

The direct turnover of tourism in this city is now £1.1 billion, but with day trips accounting for a a third of our visitors they are vital to the city’s economy.