For decades, Worthing has been the epitome of a genteel seaside town with a sleepy image that makes it a firm favourite with holidaymakers.

Sandwiched between Brighton and the rolling South Downs, it attracts thousands every year.

But now Worthing has been rocked by the discovery that it is no longer classed as a resort at all.

The words "seaside resort" have been deleted from the new Welcome to Worthing signs which greet motorists.

Now they sport the slogan "Centre for business, leisure and shopping", plus a wavy green, blue and yellow logo.

To add insult to injury, the word "business" has been painted out by vandals.

The new image has gone down like a lead balloon with many local people, and hoteliers are incensed.

Sue Murray, owner of St Alban's Guesthouse, Brighton Road, claims bookings have slumped by 20 per cent.

She lays the blame squarely at the door of the borough council, which has slashed its tourism budget in half to £50,000.

Councillor Andrew Garrett, chairman of Worthing's economic development and marketing committee, championed the cut, saying conventional tourism was dying and it was time to focus on attracting high-tech businesses.

But Mrs Murray quoted figures from West Susssex County Council stating that tourism is worth £60 million a year to the town's economy.

Mrs Murray, a member of Worthing Hospitality Association, said: "I would really like to know why they couldn't include the words tourism or seaside resort.

"Visitor figures are down this year, not because of the weather but because Worthing hasn't been promoted properly.

"At the moment a lot of people are finding Worthing by accident. They come here, perhaps having been unable to book a room in Brighton, think the town is wonderful and come again and again.

"We get families who prefer Worthing to Bournemouth. It is time to put Worthing on the map."

When it announced the cut, the council gave £50,000 to the West Sussex Tourism Initiative to promote the town on its behalf.

Some of the suggestions put forward by the initiative included advertising in national newspapers, setting up a website and putting up promotional posters at Victoria station in London.

But many groups said more organisations should have been given the chance to put together a presentation so a wider and more varied choice was available.

Tim Dice, leader of the borough council, said may people did question whether Worthing could still be classified as a seaside resort.

He said the new sign contained the word "leisure", which incorporated tourism.

Mr Dice said it was wrong to suggest the council was no longer interested in attracting tourists.

He said: "I have no aversion to the word tourism at all. I think it is an important part of the town's economy.

"What we definitely can do is make Worthing more of a seaside resort by enhancing the town, and there are plans to do just that."

He pledged that the seafront, criticised this year for looking shabby, would be spruced up for next summer.