Newquay, a coastal town previously dubbed ‘Britain’s Magaluf’ for its raucous reputation, is undergoing a significant transformation. Once synonymous with under-age drinking and strip clubs, the town has seen a decline in anti-social behavior following a local ban on overtly revealing attire in 2009, which targeted items like thong-style ‘mankinis’ and inflatable phalluses. This shift has paved the way for a more upmarket image, with the recent opening of the Nici hotel signaling a potential embrace of luxury tourism.
The Nici Newquay, which opened in July, is positioned as a boutique hotel catering to a clientele seeking a glamorous seaside experience. Situated on a cliff overlooking Great Western Beach, the hotel occupies the site of The Victoria, a historic but dated establishment. The Nici has reimagined the space with a Miami-inspired art deco aesthetic, featuring pastel colors, glass chandeliers, and shell-themed art. Its amenities include an Italian-inspired Amalfi restaurant, 82 bedrooms with coastal views, a spa with various pools and treatment rooms, and daily cinema screenings. Guests are also offered complimentary seaside activities such as beach yoga, runs, sea swims, and surf lessons, with free use of surfboards, paddleboards, and wetsuits.
The hotel's pricing reflects its upscale positioning, with a bottle of sparkling wine costing £69 and Moet £80. A lobster spaghetti dish is priced at £55, while pizzas start at £14. A massage at the spa costs £135. Despite the hotel's refined atmosphere, the town's high street can still present a mixed picture, with reports of topless individuals and a lingering scent of cannabis. However, signs of gentrification are emerging, including the Whistlefish Gallery, the Clover Club bar and restaurant known for its bottomless brunch, and the Good Lyfe organic shop.
A notable addition to Newquay's evolving landscape is the Ugly Butterfly restaurant, opened by chef Adam Handling in July 2025. Within four months of opening, it earned a Michelin star for its innovative tasting menus that highlight local ingredients. Dishes include tuna tartare resembling an oyster, seabass wrapped in kohlrabi, and lobster with mussel butter, all served against the backdrop of sunsets over Fistral Beach.
