But in recent years it, like many other seaside towns, has struggled.
The advent of cheap flights abroad and a recession meant the County Antrim town was forced to reinvent itself from its 1950s heyday.
And while the weather this year has been as unstable as the political landscape, neither seem to be putting tourists off spending money, with more visitors from the Republic of Ireland providing a welcome revenue stream.
Visitors to the north coast traditionally come from other parts of Northern Ireland, said Naldo Morelli, managing director of Morelli's Ice Cream.
"But this year, I suppose with Brexit and the pound weakening a little bit we've noticed more customers from the Republic of Ireland, so that helps too," he said.
"The Northern Ireland public are very used to having four seasons in one day, so thankfully for us they eat ice cream no matter the weather."
Portrush's reinvention seems to be doing the trick for traders.
"Business is up 5% to 10% across the board, certainly the restaurants have been busy," said Ian Donaghey, the president of the Causeway Chamber of Commerce.
While the weather is not always kind, this is sometimes actually good for local businesses, added Mr Donaghey.
"If the weather is too good it keeps people on the beaches and they don't spend money in the town," he said.
"What some of the traders would tell you is that they like a sunny morning and a drizzly afternoon because it drives them into Barry's [amusement arcade] and the restaurants and bars."
Portrush's much loved amusements and bucket-and-spade shops are still there, but now their neighbours are trendy coffee shops, restaurants and bars.
The town may not have completely shaken off its traditional image, but those who visit do not seem to mind.
Business owners hope a mixture of nostalgia and new attractions will keep people visiting the north coast for the rest of this summer season, and for many years to come.
It seems that come rain or shine, holidaymakers will always have a soft spot for Portrush.

On the rock'n'roll scene since the age of 15, Keys played with Buddy Holly, John Lennon and Eric Clapton.
The 70-year-old was most famous for his work with the Stones on the classic track Brown Sugar and their album Exile On Main Street.
The band issued a statement mourning "the loss of their very dear friend and legendary saxophone player".
The statement went on: "Bobby made a unique musical contribution to the band since the 1960s. He will be greatly missed."
Guitarist Keith Richards said: "I have lost the largest pal in the world and I can't express the sense of sadness I feel although Bobby would tell me to cheer up."
Keys featured in Richards' autobiography Life in 2010 and recalled the first time he met the Stones in the mid-1960s.
Like Buddy Holly, Keys was born in the Texas town of Lubbock and had toured with him and his band The Crickets in the 1950s.
But he was not impressed that the Stones had recorded a cover of Buddy Holly's Not Fade Away.
Keys recalled the moment: "I said 'Hey, that was Buddy's song. Who are these pasty-faced, funny-talking, skinny-legged guys to come over here and cash in on Buddy's song?'''
Keys played during the band's Glastonbury headline slot in 2013, although in October he was forced to pull out of dates in New Zealand and Australia due to poor health.
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The beauty of Northern Ireland's north coast made Portrush the go-to choice for family holidays for decades.
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The Rolling Stones say they're devastated over the death of Bobby Keys, who played saxophone for them.