Dorset Chamber chief executive Ian Girling said: “The scenes on Bournemouth beach were absolutely disgraceful.
“Once again people completely disregarded messages to keep away although I believe there has been a worrying lack clarity from the government.
“It would have been common sense to ask people to remain in their home counties while we recover from the crisis and to give places like Dorset time to prepare to welcome visitors back.
“The contradictions and mixed messaging in government advice has clearly led to a general disregard of the rules by many people.
“A second spike would be absolutely devastating for businesses in Dorset and the UK, not to mention the personal cost and impact on the NHS.
“It is time for greater clarity with stronger messaging for the public, especially in the lead-up to so-called Super Saturday, July 4.
“I sincerely hope that we do not see a repeat of the chaotic scenes witnessed on Bournemouth beach on a wider scale on the opening weekend of July.”