The washout summer did not deter holidaymakers flocking to Blackpool in August, latest figures suggest.
The UK's leading seaside resort saw a 67 per cent rise in hotel bookings during the peak summer month despite the bad weather, according to online accommodation provider LateRooms.com.
The late availability hotel specialist took more than 5,000 bookings in this period, up by 2,000 on July.
Within the same period last year, only 1,244 bookings were made - despite the heat wave, the company said.
The figures prove that not everyone has been put off by the bad weather this summer and the late surge in demand also consolidated Blackpool's position as a major UK attraction, according to LateRooms.com.
This reverses a trend seen by many seaside resorts in the rain-drenched, with the poor weather conditions resulting in fewer visitors than usual.
Tony Walsh, development director at LateRooms.com, said: "Despite the washout, we have had some good weekends this summer.
"People no longer book their holidays months in advance. Now, our breaks can be arranged based on the weather forecast - so there are no unpleasant surprises."