Today, Newquay is the leading surfing resort in Britain, with international competitions and festivals like Boardmasters.

But this is no new phenomenon, as this poster by Alfred Lambart (1902-70) shows with ‘surf bathers’ riding paipo inspired belly boards.

Dating to 1937, Newquay on the Cornish Coast was designed as a promotional travel poster for the Great Western Railway, one of a number of train companies for which Lambart designed such posters.

It will feature in the Vintage Posters auction at Swann Auction Galleries in New York on August 1 alongside a number of other rare vintage travel and tourism posters from all over the world, including Britain.

The estimate is $3,000 to $4,000!