A popular seaside town stung by negative reviews of being ‘tatty and rundown’ has almost finished its huge £10.8million refurb plan to bring the resort back to life
A snubbed seaside resort described by visitors as ‘tatty and rundown’ has unveiled ambitious plans to come roaring back to life.
Situated in the centre of the dramatic Ceredigion coastline in Wales, Aberystwyth (also known as Aber) has been a popular holiday destination for decades. Famed for its crescent-shaped beach, historic pier, and pastel-coloured homes, the town – in theory – ticks all the must-haves for any successful coastal resort.
In the summer, the promenade sees music, choirs, and other performances liven up the street, while Constitution Hill, snuggled at the quieter northern end of the Promenade, features a cliff railway with the largest camera obscura in the world. “On clear days, the beach offers wonderful views of North Wales, including the peaks of the Llyn Peninsular and Snowdonia,” Visit Wales states.
However, just like many seaside towns up and down the nation – Aber has struggled keeping its pristine reputation. Just three weeks ago, one traveller left a scathing review of the town’s seafront on Trip Advisor – stating he was ‘really disappointed and pretty disgusted too’.
“Very difficult to find parking and the seafront and town streets were filthy,” the user wrote. “I have honestly never seen so much dog poo on the pavements anywhere in the whole of Britain.” Older reviews from 2023 describe the town as ‘drab, grey, and run down’ while other say it’s not somewhere you should go ‘out of your way’ to visit.
But, last year, Aberystwyth started revamping the promenade as part of a £10.8 million investment funded by the UK Government. Work started on October 9, 2024, and has already seen new lighting foundations along the promenade as well as the installation of a slate poem celebrating the town’s ‘deep connection with the sea, history, and community spirit’.
Other works include kerb-line replacements, creating more parking spaces, and widening the promenade between the Hut and Castle Point. “The road and widened footways along the promenade opened to the public on December 20, 2024, meeting the goal of completion before Christmas,” the council stated. “Remaining tasks, including cobble-effect surfacing for table tops, bollard reinstatement, and street furniture installation, will be addressed later.”
£43 million is also being pumped into restoring Old College, a Victorian university building which was gutted by a fire which killed three people. Upon completion, it is expected to attract 200,000 visitors a year and become a centre for ‘learning, heritage, culture and enterprise’ as well as homing a four-star hotel.
Councillor Bryan Davies, Leader of Ceredigion County Council said the revitalisation of the promenade and the development of the Old College are ‘pivotal projects’ for the town’s future. “Thanks to UK Government funding, we are seeing the physical and economic transformation of our town, enhancing opportunities for residents and visitors alike,” he added.
Dame Nia Griffith MP also welcomed the investment plans, arguing the UK government is ‘committed to investing’ in Wales. “Projects like the Old College and the improvements to Aberystwyth Promenade are crucial for driving local economic prosperity and creating spaces that benefit the whole community,” she added.
Visiting Aberystwyth – everything you need to know
Located some 238 miles from London, getting to Aber from the Big Smoke takes around five and a half hours in the car. However, you can slash 45 minutes off the journey by taking the train – which will usually include a stopover in Birmingham. If you’re flexible with dates, you can grab single adult fares for as little as £31.50.
For example, a weekend’s stay (Friday, June 20-22) at the Starling Cloud Hotel will set you back £239. This is based on two adults sharing a Standard Double Room. If you’re looking for a more luxurious stay – check out the five-star Awel Mor Holiday Apartments. Here, a three-bed apartment with a sea view will cost £690 on the exact same dates.
*Prices based on Trainline and Booking.com listings at the time of writing.
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