Have You Visited Seven Mile Bay?

Have You Visited Seven Mile Bay?

Rebranding Bournemouth’s Coastline

I’ve been fortunate enough to live near the beach for most of my life. My time in Melbourne wasn’t exactly by a proper beach—the port at St. Kilda is more of a resting place for dead jellyfish than a sun-soaked paradise—but I was still close to the coast. Honestly, I don’t know how people live so far inland. Fair play to them, but it’s not for me. Beach bum till I die!

There’s something special about staring at the endless blue horizon, hearing the waves crash against the shore, and breathing in the salty air. It’s comforting and calming, and many beach walks (often with a carefully curated playlist in my ears) have helped me clear my head, set priorities, and come up with creative ideas. It’s an easy connection to nature—and, let’s be honest, the perfect spot for a cold pint on a sunny day with good company.

For me, the beach that holds my heart is Bournemouth Beach, my local. But it’s not just one beach. It’s part of a collection of sandy stretches spanning seven miles, each with its own unique character. From the luxury of Sandbanks Spit to the rugged beauty of Hengistbury Head, this coastline offers more than most people realise. And yet, every year, we insist on cramming the crowds into one spot: Bournemouth Beach, specifically the pier.

Why are we bottlenecking everyone into a single area when we have miles of golden sand to enjoy? That brings me to a curious idea:

What If We Rebranded the Entire Coastline as “Seven Mile Beach/Bay”?

Bournemouth (and the wider BCP area) is going through a bit of an identity crisis, especially with its struggling high streets—but more on that later. What if we had a bigger, bolder vision for Bournemouth?

Rebranding the coastline could give Bournemouth something it currently lacks—a clear, marketable identity. At the moment, the area feels fragmented: Sandbanks is one thing, Bournemouth Pier another, and Boscombe often overlooked entirely. What if we connected it all under a unified vision?

The Basics: What Is the NC500?

Before exploring what “Seven Mile bay/Beach” could achieve, let’s take inspiration from the success of Scotland’s North Coast 500 (NC500).

The NC500 is a 516-mile route featuring stunning scenery, pristine white sandy beaches, and epic mountains. Launched in 2015 by the Tourism Project Board, it was designed to boost visitor numbers in the Highlands. In just a few years, it became a global sensation, ranked fifth in the “Top 5 Coastal Routes in the World” by Now Travel Magazine. It’s now a bucket-list destination for road trippers across the UK and beyond.

What Could “Seven Mile Beach/Bay” Achieve?

If the NC500 can put the Scottish Highlands on the map for tourists, could “Seven Mile Beach/bay” do the same for Bournemouth? Here’s why it might work:

Our social culture is shifting towards wellness. The hedonistic, party-driven era of the last 15-20 years is beginning to fade, and people are seeking more meaningful, restorative experiences. Let’s lean into this trend instead of being left behind. This isn’t about abandoning good times and beers on the beach, but about offering more—a vision of life by the sea that’s full, rich, and good for the soul.

1. A Vision for Bournemouth

This isn’t just about rebranding the beaches. It’s about giving Bournemouth and the surrounding areas a unified identity—something locals and businesses can rally behind. There’s already so much optimism here. People believe in Boscombe, Bournemouth, and Poole. Why not reflect that belief through how we present the area to the rest of the UK?

2. Inclusive Branding

Instead of focusing all our attention on Bournemouth Pier, “Seven Mile Beach” would unite the entire stretch of coastline—from Sandbanks to Hengistbury Head. This encourages visitors to explore different communities and experiences, reducing overcrowding and creating a more balanced distribution of visitors.

3. Tourist Appeal Year-Round

Bournemouth is a popular summer destination, but there’s massive untapped potential to attract visitors in the winter. Wellness breaks are booming, and “Seven Mile Beach” is already set up perfectly for this.

Imagine promoting the beach as a winter escape:

  • Several beach saunas are now dotted along the coastline, offering a cosy, warming retreat after a brisk seaside walk.

  • Thriving sea dipping clubs attract locals and visitors looking to reap the health benefits of cold-water swimming.

  • Run clubs meet regularly along the seafront, fostering a sense of community and promoting physical well-being.

By embracing these wellness trends, “Seven Mile bay/Beach” could become a sought-after retreat for those looking to recharge, even in the off-season.

4. Economic Growth

A unified identity would help increase footfall in lesser-known areas like Southbourne and Boscombe, benefiting local businesses and creating opportunities for cafes, restaurants, and shops to thrive year-round—not just during the summer.

5. Easier to Market

For BCP Council (Bournemouth, Christchurch, and Poole), it’s easier to market one cohesive brand than three separate ones. “Seven Mile /bayBeach” simplifies marketing efforts, creating a stronger, more effective message. And with the right branding, it could attract the right kind of visitors—those who value nature, community, and creativity.

6. Conservation Efforts

A unified coastal brand would make it easier to coordinate conservation efforts, ensuring that the beaches and surrounding nature are protected for future generations.

Learning from the NC500

The NC500’s success shows the power of cohesive branding:

  • It boosted tourism by encouraging exploration of lesser-known areas.

  • It helped diversify local economies, creating opportunities for new businesses.

  • It became a global phenomenon, putting Scotland on the map for tourists and road-trippers alike.

“Seven Mile Beach” could follow a similar path by highlighting the variety of experiences along Bournemouth’s coast—from Sandbanks’ luxury to Southbourne’s tranquillity and Hengistbury Head’s rugged charm.

Potential Downsides to Rebranding

While the idea has plenty of potential, there are challenges:

  1. Loss of Individual Beach Identities

    Each beach has its own distinct personality, and a collective name could risk overshadowing that.

  2. Confusion with Existing Locations

    Other places, like the Cayman Islands, already have a “Seven Mile Beach,” which could lead to confusion for international visitors.

  3. Resistance from Locals

    Residents and businesses may be reluctant to adopt a new name, particularly if they have strong ties to the current ones.

  4. Overcrowding

    If not managed properly, rebranding could result in over-tourism in certain areas, defeating the goal of spreading visitors across the entire stretch.

What About “Seven Mile Bay”?

If “Seven Mile Beach” feels too similar to existing destinations, “Seven Mile Bay” could be a compelling alternative. It suggests a broader experience, encompassing both the beaches and the surrounding waters.

Closing Thoughts

Rebranding alone won’t solve all of Bournemouth’s problems. But giving the town a vision and identity could be the start of something transformative. It could unify communities, boost the local economy, and help Bournemouth stand out—not as a “poor man’s California,” but as a unique British destination where life is truly good, and there’s plenty to fill your soul.

So, what do you think? Could “Seven Mile Beach” (or Bay) be the rebrand Bournemouth needs? Let’s continue the conversation. Share your thoughts on our Facebook page (if anyone’s still using that dusty old platform!).

steve madden