That is according to Anne Ackord, who is CEO of Brighton Pier Group, who has suggested that the English city is guilty of underplaying the importance of its tourism industry.

She told the BBC: "There is a lack of recognition in this city about how important tourism is, and we risk having a very difficult future unless all get together to take incisive action.

"We all need to attract people here and not assume they'll just come."

Ackord observed that Brighton hasn't matched the "standards" set by places like Bath and York to encourage tourists to visit the city.

She also claimed that a "coordinated approach" and better "attention to detail" are needed in order to attract more visitors.

Ackord was speaking as Brighton pier's admission fee doubled to £2 and she noted that the city has been dealing with a "very difficult trading situation over the last few years".

Ackord - who was appointed as the Brighton Pier Group chief executive back in April 2017 - explained: "The pier is 126-years-old this year and I'd like to think she'll still be here in 126 years time, but it annually costs millions to keep her standing."

In recent years, a number of prominent figures have expressed concerns over some of the UK's most famous piers.

For instance, James Mellors - the director of Skegness Pier - admitted that lots of people were concerned by the impact of government cuts.

He told the Daily Express: "I've never known a year where so many people in the sector are so scared."