HOLIDAY camp chain Pontin’s will create up to 400 new jobs at its Southport camp as part of a £50m investment project.

Parent company Ocean Parcs, which is based at the camp in Ainsdale, is redeveloping or refurbishing all six of its UK centres and plans to create 2,000 new jobs across the UK.

The Pontin’s camps in Southport and Camber Sands in Sussex will be redesigned and rebuilt. The plans for Southport are yet to be finalised, but Ocean Parcs said between 250 and 400 new jobs would be created at Southport.

Chief executive Ian Smith said: “We are tremendously excited about the investment planned for the development of our Pontin’s holiday centres and the employment and tourism revenue that will be generated by this substantial investment.

“It is particularly rewarding to be able to announce these plans, which will not only generate increased tourism but create over 2,000 new jobs while the country is in a recession.

“It is particularly pleasing to note that due to a significant increase in bookings for this year, a number of our holiday centres are already showing only limited availability for the half term, Easter and summer holiday periods.”

Pontin’s was founded in 1946 by Fred Pontin.

It is well-known for its blue-coated entertainers, with alumni including actor Shane Ritchie and comedian Lee Mack.

The company has tried to move away from the old image of holiday camps. As well as hosting family and activity holidays, they also host specialist short breaks from punk festivals to snooker tournaments and gospel revival weekends.

The company was owned by Lancastrian entrepreneur Trevor Hemmings, but was bought by Ocean Parcs last March for £46m.

Last month, the company closed its camp in Hemsby, Norfolk, as the lease was due to expire, but says it is confident that its plans for its remaining six camps will help them attract more new visitors.

Property director Clarke Osborne said: “We have been working on our next generation of holiday centres for over nine months and I think that the results of this careful design strategy will be very well received by both our extensive and loyal customer base and new customers that are joining us each year.

“We have commenced dialogue with some of our local councils, business leaders and planners and received encouraging responses. This dialogue will be extended to all our holiday centres, as it our intention to submit proposals for planning permission during the year.”

alistairhoughton