SOUTHEND is now on a par with Brighton as a holiday destination, according to a tourism leader.

Jacqui Dallimore, managing director of the Roslin Beach Hotel who also leads Southend Tourism Partnership, is urging businesses to work together to attract people to Southend.

The Roslin, Genting Casino and the Cliffs Pavilion are joining forces to send out 80,000 leaflets, encouraging people to use the hotel, casino and the theatre on their trips to the town.

She said: “It is about getting together and not just promoting ourselves but the town. It means we can reach a wider audience.

“When the town is doing well, everyone does well. It is all about how we can help promote Southend.

“When we work together we can achieve better responses. We want to tell people that it is not just going to the Cliffs Pavilion, they can then go and have fun at one of the best casinos in the area and, because you want a few drinks, you can then stay over at the Roslin.

“If local companies are interested in marketing themselves together – and it doesn’t have to be with Roslin – they should get in touch so we can help them.”

She added that the partnership is also working with train provider c2c to offer deals, such as two-for-one tickets and other discounts for those travelling by train.

These are being advertised far and wide to bring people to the town, including in Norfolk and Suffolk.

“Hopefully this will help bring people in,” she said.

“They can get the train because we know the roads are a bit of a nightmare and it should bring more and more people here.”

The partnership is also looking further afield for potential visitors to the town.

Jacqui said: “You can get direct flights from Southend to Groningen in Holland, so we are marketing there.

“People fly into Southend Airport but then get on the train and go immediately into London.

“We want to show them that there is a lot to do in Southend and they can stop here.

“It is a fraction of the price to stay in Southend compared to London and it is only 45 minutes to London.

“We are seeing more and more people doing this, especially people from Japan,

“They then take day trips into London.”

She added that Southend was improving rapidly as a tourism destination.

“More and more we can compare ourselves to Brighton,” Jacqui said.

“We get a lot of people who used to go there who now come here instead.

“There are more and more good attractions opening up, like the lagoon and the seafront is looking good.”

Jacqui added the council has been very supportive of promoting the businesses in the town.

The partnership has also secured funding to create a website, called visitsouthend.co.uk

General manager at Genting Club Westcliff, Simon Woodford, was also pleased to be part of a partnership to promote the town.

He said: “As a leading leisure and entertainment venue in Southend we are delighted to have created this partnership with Cliffs Pavilion Theatre and Roslin Beach Hotel, to showcase how much the resort has to offer visitors and widen its appeal.

“Working together makes us a more powerful voice and we are confident that other businesses will come on board.”