HOLIDAY park chain Pontin’s says Easter short break bookings have hit a ten-year high, as more holidaymakers choose to stay in the UK rather than fly overseas.

The group says sales of “short- break holidays” for Easter – holidays lasting three or four days – are up 40% on last year.

The company, based at the Pontin’s holiday camp in Ainsdale, near Southport, said February half-term sales were also up 28 % – well ahead of expectations.

Meanwhile, sales for the summer period are also in line with forecasts. The company’s five holiday camps will host entertainment from performers including Bobby Davro and X-Factor alumni Eoghan Quigg and Laura White, and will also be upgraded to host roller skating rinks and funfairs.

Graham Parr, chairman of Pontin’s owner Ocean Parcs, said: “I think overall the UK tourism industry benefits from the weak pound and confusion over airports – not the BA strike, but overall security and hassle.

“Our customers aren’t the sort of people who can just jet off to the Caribbean. If they can get a value-for-money holiday in the UK, particularly at this time of year, then they will.

“People want to do something at Easter but they haven’t got seven or 10 days to do it. Our holiday villages offer the kind of value they want.

“The summer is a different ball game. But, if we get a little bit of good weather this year, we’ll have a great summer.”

Last year, Pontin’s announced a £100m refit of its Ainsdale complex to include “next-generation” eco-friendly holiday accommodation, a hotel and conference centre.

Mr Parr said: “The investment is moving forward apace. I’m delighted with the support we’re getting locally and it’s going to be a fantastic development.”

Sir Fred Pontin founded his first holiday camp in Somerset in 1946.

Pontin’s was bought by Ocean Parcs in 2008 for £46m. As well as Ainsdale, it has parks in Prestatyn, Suffolk, Somerset and Sussex.

Last year, Pontin’s announced its Blackpool complex was to close at the end of its current lease.