The 71-bedroom Watergate Bay hotel in Cornwall has just opened a £1m wing in a bid to boost Cornish tourism.
The addition of the new wing, which houses 18 contemporary-design rooms, comes at a time when a number of hotels in nearby Newquay are being bulldozed and replaced by apartment blocks.
Watergate Bay, which has teamed up with beach-sport school the Extreme Academy, said there were plans for further refurbishment of the hotel to help it set the standard for Cornwall's beach-centred holiday industry.
Managing director Will Ashworth said: "The new sea wing is a tremendously exciting development for us. It's the first tangible step towards our vision. The hotel and Extreme Academy are moving together as one business in our quest to create a unique resort, pushing the boundaries still further for tourism in Cornwall."