The sleepy UK seaside town with thriving high street that's desperate for more tourists

Trees with yellowing leaves lined the quiet streets of Formby on the day we visited the town. It was a chilly afternoon, and yet the weather didn't stop residents from heading out to its pretty high street for a coffee or a look around the shops.

Formby, a small town with just over 22,000 residents, located a 40-minute drive from Liverpool, is best known for its stunning beach, with sandy shores and untouched natural sand dunes. While it can get busy when the weather is hot, most residents and business owners in the area agree they'd like to see more tourists.

Rob Powell, 64, has lived in the town for 30 years. The 64-year-old, who owns Brough Butchers, said nature is a huge part Formby's appeal.

"We have the beach which is a big attraction and the red squirrels," he said. "They're trying to encourage more tourists to come here. I think people in the area would be happy to see that. People come here and think it's fantastic and yes, it is nice - when it's on your doorstep, you take it for granted.

"Everyone raves about the beach. On a summer day, you won't get near there because of the traffic. It's been easier for me to get on my bike and go over the bypass than it is to wait in the traffic."

Although it is not the busiest of towns, Formby boasts a charming feel and a relaxing atmosphere. There's just enough to do for holidaymakers who are looking for a slow-paced trip.

Parish Councillor Maria Bennett has lived in the area for 35 years. She said: "There are good things here, it's a beautiful area. There are lots of walks, if you've got dogs especially.

"We try to encourage people to shop locally and support the independent businesses here.

"It's a very friendly place. If you go to the village, it'll take you three hours to get around, because everybody knows everybody."

Tourists visit the area mostly from Manchester, Preston and Leeds, she said, but people do come from all over the UK.

"I think for a day trip, with the beach and the coffee shops and things, there's always something new opening for people to do here.

"If you wanted to go on a heritage trail and take a walk around where everything is, there's blue-plaque places you can go and see, there's listed buildings, listed monuments - there's plenty to do."

In the town centre, businesses seem to be doing well. "There's always been some really good independent shops here in Formby," Emma Riley, head of marketing at restaurant Emily's, told us.

"There are lots of little, different, unique elements of this village now."

The 35-year-old said the town feels "a bit old school". "You walk down the high street and you've got a greengrocer's and a butcher's and you don't actually see that a lot anymore very often," she explained.

"It's lovely, everyone's proud to be from Formby and it's a great community. It feels wholesome here."

Emma compared Formby to the set of the popular show Gilmore Girls, which is set in a small, cosy fictional village in Connecticut.

She said: "I think we want to lean into that feeling, especially as autumn approaches. It's not a massive place - but it's all here and it has that cosy feel."

In the fresh crisp air, there are plenty of people popping in and out of shops. One of them being Barbara Blevin.

The 94-year-old has lived in Formby almost her whole life and wouldn't live anywhere else.

"I've been here since it was a little village - around 90 years I've been in Formby for," she said.

"I worked at the local greengrocers and I used to get sweets along this high street, during the war, from a little shop that used to be here.

"We moved to Manchester when I got married and I got myself back as quick as I could - I didn't like being away from here."

Christian Hannah, 37, operations manager at Emily's, said: "Formby is somewhere that's accessible for people to travel to and spend the day.

"There's a lot of things that you can do and make a day of it. You can go to the beach or go for a walk, there are local gyms, there are supermarkets, lots of great bars and restaurants.

"There has been a slight issue with car parking - it has become a bit of a talking point in the area as it has become better.

"But it's all off the back of the area's own success really - more people are wanting to come here. It's its own worst enemy in that respect, because the area is becoming bigger and better."

A spokesperson for Sefton Council said: "Formby has a lot to offer as an attraction, including a popular natural coastline.

"During sunny weather there is always an increase in demand for parking in popular areas and this has been affected by the closure of the National Trust's car park until summer 2026, so that it can be relocated and important conservation work carried out.

"We have been working closely with residents and community groups on some interim measures and are actively encouraging visitors to use public transport when visiting our coastal areas."