A LYME Regis business is encouraging firms to embrace technology after enjoying its most successful year.

Visitors to Lyme Regis Marine Aquarium have increased by 30 per cent this year and are now up by 50 per cent since 2013.

The aquarium is now closed for a winter break and refurbishment programme which will include the introduction of a new filtration system, new tanks and the installation of a new information zone which will feature video screen displays.

Owner of the aquarium Max Gollop believes a conversation with his neighbour and digital marketing entrepreneur, Rob James, was a turning point in the fortunes of the business.

He said: "Our business was heavily dependent on passing trade and we were in a bit of a downward spiral.

"When Rob first spoke to me a few years back about the need to market the aquarium, I have to admit I was sceptical, but that initial scepticism was soon replaced with astonishment as within a few days of commencing a campaign we had visitors to the aquarium who had found us online."

Five years ago, the owners decided to rebrand the aquarium by marketing it as a traditional, family-run seaside attraction - with a unique selling point of being able to interact with the marine life on show.

Visitors to the aquarium get the opportunity to have their hands kissed by a shoal of tame mullet as they feed them, hold a starfish, as well as getting up close with lobsters and crabs.

Mr Gollop said: "The marketing majored on the interactive experience and this soon spread online as visitors began posting positive reviews on travel website TripAdvisor.

"We've built up a big online following and have been awarded a TripAdvisor certificate of excellence five years in a row," he added.

"Last year, we were rated the third best aquarium in the UK and in the top 25 in Europe which is a massive achievement given our size and operating budget."

Mr James, who owns digital agency Kinetica Marketing, believes the tourism industry needs to embrace the internet.

He said: "Technology and the internet have created a revolution in tourism marketing.

"The internet not only inspires and provides consumers with information on potential travel destinations, it also enables them to take immediate action by booking online.

"Travellers are using a variety of devices to conduct research and make travel plans and businesses failing to embrace the digital marketplace will inevitably suffer."