UK seaside town once named Costa del Dole set for huge £200m upgrade

Rhyl, nicknamed "Costa Del Dole," is undergoing effort to revive it after decades of decline.

Once a bustling holiday destination, Rhyl earned the unflattering nickname due to its high unemployment and crumbling infrastructure. The town has struggled since the 1970s, with the closure of its pier, funfair, and shopping centre contributing to a dramatic drop in tourism and a rundown town centre.

Locals have described Rhyl as "dead," pointing to empty storefronts, derelict buildings, and streets strewn with rubbish. In 2023, The Telegraph ranked it among Britain’s worst seaside towns, comparing it to “Blackpool after a neutron bomb.” Residents said they weren’t surprised by the ranking and expressed concern over growing anti-social behaviour.

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However, Rhyl is now fighting back with an ambitious redevelopment plan that aims to breathe new life into the coastal community. With four beaches, a waterpark, funfair, and a 1,000-seat theatre, the town still holds strong potential as a tourist destination.

says the £200 million investment is part of a long-term strategy to revive the area, not just a quick fix. Over £100 million has already gone into upgrading sea defences to protect against flooding, while a new accessible play park has replaced the outdated Drift Park to make the area more family-friendly.

Improvements to green spaces have also been a priority. The Brickfield Pond Nature Reserve, parts of the historic Rhyl Cut waterway, and the newly established Maes Gwilym nature reserve in southeast Rhyl have all seen significant redevelopment.

Funding from the Welsh Government’s Transforming Towns programme has helped rejuvenate shopfronts and support independent businesses. Meanwhile, private investment has followed suit, with new seafront hotels like Premier Inn and Travelodge opening their doors.

The iconic White Rose Shopping Centre was recently purchased at auction, paving the way for future redevelopment. Meanwhile, the historic Queens Market—seen as the "centrepiece" of the town—is being transformed into a modern food and events hub, complete with retail space to attract both locals and tourists.

The council has also focused heavily on leisure and entertainment. A new indoor waterpark and adventure course have created 65 jobs, and the Rhyl Pavilion Theatre has undergone a £2.4 million refurbishment, complete with a stylish new bar and restaurant to boost its appeal.

In 2023, Rhyl received £20 million from the UK Government’s Levelling Up Fund, with much of the money earmarked for revitalising the struggling town centre. Plans include improving walkways, connecting the high street to the seafront, and enhancing green spaces. The funding also aims to address persistent issues like overflowing bins, vacant properties, and drug-related crime.

Former Levelling Up Minister Jacob Young visited the site in January 2024 and praised the efforts, saying it was “heartening” to see genuine progress toward community renewal.