The RNLI and HM Coastguards new safety campaign is urging everyone to choose lifeguarded beaches when they visit the coast.

The campaign comes as the charity’s lifeguards and lifeboat crews across the South West prepare for the busy summer ahead as people choose to ‘staycation’ due to continued uncertainty over foreign holidays and international travel.

A new study reveals around 30-million people plan to visit the UK coast this summer.

In a survey, commissioned by the RNLI, 75% of those questioned - aged 16-64 - expect to visit a UK beach or the coast between April and September, with around half of that number likely to do so three or more times.

In the South West, businesses are gearing up for hundreds of thousands of visitors to the region in July and August, bringing an estimated £3.5 billion into the local economy.

Steve Instance, RNLI’s Water Safety Lead for the South West said:

"Last summer, RNLI lifeguards patrolling beaches across the South West recorded nearly 9-million visitors.

"We know the South West is a popular destination for those holidaying at home and with many accommodation providers reporting being at capacity for the summer, we are expecting this year to be the busiest ever.

"These new figures back that up.

"We want people to enjoy the region’s spectacular coastline but urge everyone to respect the water, think about their safety and know what to do in an emergency.

"Our main advice is to visit a lifeguarded beach and swim between the red and yellow flags.

"RNLI lifeguards will be patrolling around 100 beaches across the South West this summer to offer advice on how to stay safe, and they are also there to help anyone who gets into trouble.

"Coastal areas provide a great opportunity to enjoy fresh air and open space but they can be an unpredictable and dangerous environment, particularly during early summer when air temperatures start warming up but water temperatures remain dangerously cold, increasing the risk of cold water shock."

For a list of our nearest Lifeguarded beaches visit: : rnli.org/find-my-nearest/lifeguarded-beaches