Pontin's, the holiday business, plans to create up to 400 jobs on the Kentish border with a multi-million pound makeover for its Camber Sands centre.

It is part of a £50m investment by Ocean Parcs, Pontin’s owners, across all its UK centres, creating a total of 2,000 jobs in what it calls a new generation of holiday centres.

Camber Sands, which is close to the Kent-East Sussex border near Rye and can accommodate 3,200 holidaymakers, would be completely re-designed and re-built.

If the scheme is given planning approval, work could start after the coming summer season and be ready in time for the 2010 season.

A company spokeswoman said the Camber Sands proposal would create between 250 and 400 jobs. The investment would give a shot in the arm to tourism in Kent and East Sussex and encourage more visitors from the holiday centre to venture out to nearby Kent attractions.

The total scheme will develop and refurbish Pontin’s centres at Camber Sands, Brean Sands, Prestatyn Sands, Southport, and the Pakefield Holiday Centre near Lowestoft.

Initially all the entertainment, catering and bar facilities will be refurbished and redesigned. This will coincide with the launch of a re-styled entertainment programme coupled with what Pontin’s called "a substantially enhanced food and beverage offer aimed at satisfying all tastes and budgets."

Chief executive Ian Smith said: "We are tremendously excited about the investment planned for the development of our Pontin’s Holiday Centres and the employment and tourism revenue that will be generated by this substantial investment.

"It is particularly rewarding to be able to announce these plans which will not only generate increased tourism but create over 2,000 new jobs whilst the country is in a recession."

Property director Clarke Osborne said: "We have commenced dialogue with some of our local councils, business leaders and planners and received encouraging responses. This dialogue will be extended to all our Holiday Centres as it our intention to submit proposals for planning permission during the year."

Pontin’s was founded more than 60 years ago and operates six centres with a total capacity of 16,000 beds.

It welcomes around 750,000 holidaymakers a year and organises specialist breaks for fans of salsa, ballroom and line dance, country and soul music, jazz, big bands, Abba tributes, ‘60s/’70s and ‘80s music, netball, darts, football and chess.

Last year, it was bought by Ocean Parcs, a new investment and management company set up by Graham Parr, Ian Smith, Clarke Osborne and John Parr.