With its clean sandy beaches, seafront promenade and wide variety of attractions, leisure outlets and restaurants, Sunderland's coastline can truly lay claim to be the Riviera of our region...
It’s often said that people don’t appreciate what’s on their doorstep and when it comes to Sunderland’s coastline, that’s probably true.
But, thanks to a concerted effort from the city’s businesses and residents in Seaburn and Roker – all brought together by the Seafront BID – the area is having what we might call a moment.
And it’s a moment that looks set to turn into a complete renaissance – with initiatives, projects and developments, which look set to benefit the area for many years to come.
It starts with the beaches where Keep Britain Tidy has awarded Roker Beach and Seaburn Beach prestigious Seaside Awards for 2026 – recognising Sunderland’s coastline once again as among the best in the country.
The beaches were praised for their high standards of quality, cleanliness and overall management – and these are standards that are in evidence not just on the shoreline but in the surrounding areas, thanks, in no small part, to the Seafront BID working alongside Sunderland City Council.
Launched just over a year ago following an overwhelmingly in-favour vote from levy payers across Roker and Seaburn, this scheme – run by the same team behind the hugely successful Sunderland City Centre BID – set out from the start to improve the seafront for residents and visitors alike.
They began by making it as welcoming, accessible and enjoyable as possible for visitors of all ages.
Signage has been improved and updated and the Street Rangers who carry out a range of support activities for businesses across the city centre, were set to work at the seafront.
They have sorted out litter problems – installing dog poo bag dispensers to ensure people clean up after their pets – removed graffiti and carried out a variety of planting and painting projects across the area.
Public library boxes have been installed for people to borrow books, along with toy boxes for both children and dogs.
The new initiatives all build on what are already really strong foundations – a stunning coast, numerous independent restaurants and bars and various other investments which are helping put the area on the map.
Recent additions include Sunderland’s popular Slice pizza emporium opening a new branch at the seafront and the transformation of the historic Roker Hotel, which has added an exciting new events space to its offering.
The aim was – and still is – to build a connection between the seafront and the city centre; to share best practice, increase the visitor economy and work collaboratively for a better Sunderland.
Safety and security schemes along with cross promoting the city centre and the seafront to people in both areas are ongoing.
The BID is working closely with Sunderland City Council on a new tourism strategy for the city and will be ensuring that the voice of the seafront businesses is part of any decision making.
Sharon Appleby, Chief Executive of both BIDs, said: “This summer was always going to be an indicator of whether or not we were going in the right direction.
“And we clearly are. There is always more to be done but there is a confidence and energy about the seafront now,” she said.
“We have the right mix of businesses and facilities in place to ensure the seafront is an absolute pleasure to visit, work or live at.
“Sunderland’s coast is a huge asset to the city and the wider region and now it is taking its rightful place as a jewel in the North East’s crown.”
Find out more about the Seafront BID at sunderlandbid.co.uk/seafrontbid