A Suffolk seaside town is celebrating a surge in visitors after a record-breaking summer season. Felixstowe, often seen as one of the East Coast’s best-kept secrets, has seen tourism soar by 10% compared with last year, according to new figures.

Data from the Felixstowe Business Improvement District (BID), which represents local traders and businesses, showed a 7% rise in footfall in July, with an average of 6,793 visitors each day. In total, more than 210,000 people visited the town during the month, with more than a quarter of them coming for the first time.

Sitting where the River Orwell meets the North Sea, Felixstowe has long offered a traditional seaside experience, complete with colourful beach huts, sandy stretches and family-run ice cream parlours.

But in recent years it has also reinvented itself as a destination for art, culture and local food.

Two flagship summer events, Felixstowe Loves Music and Felixstowe Loves Art, proved to be major draws this year. The festivals filled the promenade with live performances, open-air art installations and local craft markets.

Crowds flocked to see acts such as reggae group Aswad and DJ Jazzie B, and organisers say the combination of seaside fun and cultural programming gave the town a fresh appeal.

Beyond the festivals, a wave of regeneration projects has helped give Felixstowe new life.

The restored Victorian pier has become a central attraction, while the nearby Beach Street development, built from repurposed shipping containers, now houses a mix of independent shops, cafés and street-food stalls. It has quickly become one of the most photographed spots in Suffolk.

Visitors can stroll through the seafront gardens, explore the Martello Tower with its exhibitions and cafe, or head towards the Landguard Peninsula for nature trails, birdwatching and sweeping views over the busy Port of Felixstowe.

The town’s blend of working harbour, historic landmarks and open beaches has made it popular with families, day-trippers and weekend visitors alike.

Local businesses have reported a steady increase in overnight stays, as more visitors choose to extend their trips to enjoy the evening atmosphere along the promenade.

Restaurants and hotels have also benefited from the rise in footfall, with many reporting a strong summer season.

The BID says it plans to build on this success by promoting year-round tourism, with food markets and Christmas events already in planning.

Once a quieter alternative to Suffolk’s better-known resorts, Felixstowe is now firmly on the map. Its mix of seaside nostalgia, creative flair and community spirit has made it one of the coast’s rising stars, and the latest figures suggest the secret is finally out.