THE so-called sunshine capital of the coast has shunned the prestigious Blue Flag beach status because of its "enormous costs".

Brighton, Saltdean, Bognor East, Littlehampton, St Leonards and West Wittering were all recently awarded the award for 2016.

But Eastbourne Borough Council has opted out of the international scheme which judges the quality of beaches, on measures such as water quality, safety and management.

Councillor David Tutt said it was too expensive to take part - but said it had not affected the numbers of visitors that come to the town each year.

Eastbourne has not applied for several years despite having excellent ratings for water quality

Cllr Tutt said: "We are delighted to see that Sussex beaches have continued to present high standards of water quality and that Eastbourne’s excellent rating - the highest possible rating by the Environment Agency, throughout 2015 (and so far in 2016) - has demonstrated another great year for bathers.

''Eastbourne has however chosen not to apply for Blue Flag status for several years now, not because of water quality standards, which we clearly meet, but because of the enormous cost involved in updating our extensive seafront signage each year, to meet some of the accompanying information-based criteria.

"In an era of tighter budgets, we are instead delighted to work with the Marine Conservation Society whose recommendation of Eastbourne’s clean and safe resort beach in the Good Beach Guide, has also made the resort a top choice to host their annual Big Sea Swim every July."

Priorities were clearly different in Brighton and Hove, with councillor Gill Mitchell, the council's environment and transport committee chairwoman, saying it was one of the Labour administration's "main priorities" to return the flags to the city.

She said: "This is something the city should be really proud of.

"The flags are a benchmark that are recognised worldwide.

"It's reassurance for residents and visitors and as we come into the summer season it is really welcome."