wemburywaves

On this day in Wembury — 2 May 1936

A national advertisement in the Daily Express promoted the Wembury Point Holiday Camp, proudly declaring itself open “near Plymstock, South Devon” and offering a free brochure specialising in riding. The ad positioned the camp among the new generation of British coastal resorts that were redefining leisure for the interwar working and middle classes.

By the mid-1930s, holiday camps were becoming a social phenomenon, offering an affordable alternative to hotels and boarding houses. The Wembury Point site, overlooking the Mewstone and the sweep of Wembury Bay, was one of the earliest in the region to market itself nationally. Its association with horse-riding, fresh air, and seaside recreation was designed to appeal to young professionals and families seeking escape from the cities by rail or coach.

The camp’s membership of the National Federation of Permanent Holiday Camps (N.F.P.H.C.) signalled an organised, respectable image — a reassuring contrast to the rougher seaside digs of earlier decades. Its facilities were simple by today’s standards, but the combination of beach access, sports, and communal dining captured the optimism of Britain’s pre-war holiday culture.

This Daily Express notice marks one of the first times Wembury Point appeared in a major national newspaper — a sign that the village’s name was becoming synonymous with South Devon’s growing reputation as a holiday destination.
(Daily Express, 2 May 1936)