Morecambe's business leaders say it's no coincidence that the town has been busier this year than it has been for "a long time".
The town's Business Improvement District team says since the Bay Gateway opened, Morecambe is the quickest seaside town to reach from the M6 in the whole of the north west region - taking around ten minutes.
John O’Neill, Morecambe BID manager, said: "According to my rather non-scientific analysis, by looking at Google Maps, Morecambe is closest and most easily accessible seaside resort to any motorway in UK, let alone the North West.
"We have had more festivals and events this year than a long time, and still more to come.
"The new Morecambe Music Festival packed the town for the weekend, the One Man Band Shebang was very quirky and lots of fun, and Vintage Festival and the new Morecambe Fringe is still to come.
"Of course, we recently saw the Morecambe Carnival bring record numbers of visitors to the town and a great injection to the local economy.
"I don’t think it’s a coincidence that Morecambe has been busier this year than for a long time."
Meanwhile, the team says it's working on a secret event for the end of the year - something that's been missing from the town's calendar in recent years.
More details will be revealed in the coming weeks.
The town's BID has also welcomed Lancaster City Council’s new 'Welcome to Morecambe' signs on the Shrimp Roundabout and the Venus and Cupid sculpture.
The signs are part of ongoing work to help promote Morecambe Bay as a unique tourist destination and have been designed to reflect the "many healthy and low-cost activities" that are available in the area.
Mr O’Neill continued: “Whilst signage might not seem an important investment to some, it is vital to the economic and cultural growth of a town.
"We have been working with the council this year on more town signage, and are developing the priority areas for future signage."
An eagle-eyed member of the public did however spot a spelling error on the sign, which will be corrected.