LIFE is a beach in Southend - after three of our sand and shingle beaches received Blue Flag awards for cleanliness.

The international award was presented to Jubilee Beach, East Beach in Shoebury, and Shoebury Common after they made the grade for water quality, cleanliness and facilities.

However, Three Shells beach missed out this year after its water quality reading was lower than last year.

It is a major boost to the tourism industry in the wake of a seperate beach guide published last month, based on standards of water quality.

Six beaches were downgraded in the Good Beach Guide 2008, including Jubilee Beach, which failed to meet the basic standards of water cleanliness.

Commenting on the Blue Flag awards, John Lamb, deputy leader of the council, said: "We only just missed it for Three Shells.

"We would've got it if it wasn't for one reading after very heavy rain, which gave us one failure reading right at the end of the season. We couldn't get a retest, otherwise we would have had that one again."

The award is recognised across Europe and the rest of the world. It was given to 82 English beaches this year, almost doubling the number from last year.

Mr Lamb added: "People should come to Southend because not only is it a good town with plenty to offer and plenty to do, but the quality of our beaches and waters are second to none.

"We are equal to some of the best beaches in the country. That means if you want to find a clean beach you should come to Southend."

Roger Fisher, chairman of the Southend Seafront Illumination and Business Associations, said he was disappointed Three Shells missed the grade due to bad weather.

He said: "It's a bit like the airshow - you can't control the weather.

"Three Shells beach is still maintained with the same regime as previously."

Phil Barton, Keep Britain Tidy executive, said people should consider staying in the country for their holidays and trying out English beaches.

"Now is the time for the English to rekindle their passion for traditional beach holidays in this country," he said.

"Our beaches are fabulous places to visit and that's official. Blue Flag is only awarded to beaches which have good access, top notch facilities, are litter free and have clean seawater.

"We are challenging people to avoid overseas air travel and be kind to the environment by holidaying at home."

Mr Lamb said he was also proud of the separate Quality Coast Awards presented to Bell Wharf Beach in Leigh, Chalkwell Beach, Three Shells, East Beach in Shoebury, Shoebury Common, Jubilee Beach and Thorpe Bay Beach for their high standards.