It defined many a family holiday for generations - now a £700,000 grant is set to breathe new life into the old Butlins site in Barry as part of a £3.3m regeneration project for the town.
Closed shops will be revamped and the Butlins site made into an events arena and car park until an investor can be found.
The investment comes during Wales Tourism Week, as those in the industry call for more effort to be put into raising Wales' holiday profile abroad.
The tourism sector currently employs more than 10% of the Welsh workforce - as our Business Correspondent Carole Green reports.
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