The pretty UK seaside town with thriving high street - 'better than its famous neighbour'

A postcard-perfect town on Dorset's Jurassic Coast is quietly making a name for itself as a seaside destination that offers more than just a day on the beach. While its neighbour Bournemouth draws crowds with its long stretch of sand, shopping centres and nightlife, an increasing number of visitors are choosing Swanage for its cosy charm, independent shops and close-knit community feel.

The town, which looks out across Swanage Bay and sits at the eastern gateway to the Jurassic Coast World Heritage Site, has long been loved by families and walkers. Its heritage steam railway, 19th-century pier, and access to beauty spots like Durlston Country Park and Old Harry Rocks make it a favourite for tourists. But today, it's not just the coastline pulling people in; it's the thriving independent businesses that give Swanage its distinctive character.

Swanage High Street is home to 31 independent shops, from outdoor clothing retailers to artisan cafés and bookshops.

For locals like Michaela Hutchings, 56, co-owner of Coast and Country, the town's retail identity is vital. "Swanage has a number of local stores and brands, and it brings people in," she told the Daily Express.

Her shop, which sells outdoor clothing and its own brand featuring Swanage landmarks on the designs, has become a fixture of the high street. Michaela also runs Tilly Whims, specialising in smart casual clothing, and Country Corner, a homeware store where furniture is crafted in-house using reclaimed wood.

As she spoke, a customer dropped by not just to shop, but to share news of a local event.

Michaela explained: "She comes in and brings in a lot of business, but would also stop by for a chat. That's just how it is in Swanage, there's a sense of community.

"It's not like Bournemouth where it's just brand city. People come here because it gives them something different to buy."

That sense of community is echoed across the town. At Raspberry and Rose, a boutique gift and clothing shop, sales assistant Molly Treasure, 60, sees firsthand how people value Swanage's independent offering. "There are better shops in Swanage, and people enjoy shopping local," she said.

Molly moved to Swanage from London after her mother relocated. Soon after, she met her partner and decided she had no plans to leave. "Swanage is my home now," she said, explaining how she swapped city life for seaside tranquillity.

It isn't only locals who prefer Swanage's charm. Visitors, too, are noticing the difference compared to bigger resorts. On a breezy afternoon, Poole residents TJ Lauriston and Zoe Gill sat on the beach with their daughters, towels wrapped tightly as they warmed up from a dip in the chilly water.

They make the journey to Swanage regularly, sometimes by ferry.

"It's got more character than Bournemouth," TJ said. "It's not too commercialised and still feels homely. The beach isn't as big as it is in Bournemouth, but it feels cosy and everything is just here. We can keep a better eye on the children as well."

That "cosy" feeling is exactly what many visitors are looking for. Instead of big-name brands and large shopping centres, Swanage offers a stroll through streets lined with family-run businesses, artisan cafés, and gift shops selling one-of-a-kind finds.

The town centre still has a traditional high-street feel, with butchers, bakeries, and bookshops alongside fashion boutiques and outdoor stores.

That charm does come at a price. House prices in Swanage averaged £404,946 over the last year, reflecting growing demand for homes in the town.

For many, though, the combination of seaside living, independent businesses and a strong sense of community makes the investment worthwhile.

Tourism in Swanage has historically relied on its natural beauty and attractions, from Punch and Judy shows on the beach to boat trips around the bay, but the rise of independent retail has given the town an additional draw. In an era where many seaside towns are battling high street decline, Swanage has leaned into its individuality.

Even the town's events reflect this sense of local pride. Annual festivals such as the Swanage Carnival, Swanage Blues Festival and the Folk Festival bring thousands into the town, filling shops and restaurants. Many local businesses take part, decorating shopfronts or offering themed products.

For those used to the hustle and bustle of Bournemouth, Swanage's slower pace can feel like a refreshing change. The seafront is smaller and easier to navigate, families say, and the town's walkable centre means everything from the beach to the high street is just a few minutes apart.

As visitors sip coffee in independent cafés, browse locally made crafts, and wander the old stone streets, it becomes clear why Swanage is increasingly being chosen over its bigger neighbour.

It's not just a seaside holiday, it's a glimpse of community, tradition and independence thriving together. And for people like Michaela and Molly, it's proof that small towns with big hearts still have plenty to offer.