This paper seeks to contribute to the debate surrounding the applicability of the resort cycle by testing the model in the context of seaside resort tourism along the south coast of Britain. A brief review of the resort cycle is followed by discussion which focuses on the main methodological problems and limitations. In the second part of this paper, using the resort cycle as the broad research framework, an attempt is made to validate the model empirically, drawing upon the experience of a particular resort: Torbay, one of the most well-established seaside resorts in the UK. The results presented here reinforce the importance of ‘unit of analysis’ and highlight the difficulty of operationalizing the model. In addition, the study findings reveal the critical role of regeneration in continued resort evolution.