The singer and actor, who rose to fame on Pop Idol, will star in and produce this year’s Christmas pantomime at Britannia Pier in Great Yarmouth.

Speaking ahead of rehearsals for Beauty and the Beast, which will run from December 8 to 31, Mr Gates said: “I’ve been to pier quite a few times over the past year in preparation for the panto.

“It’s a great space. I’m very excited to bring panto there.

“The renovations are incredible.

“They’ve spent a lot of money on it, which is great,” he added.

“It’s a very central point within the town.

“To see that it’s been done up and that it’s attracting a lot more custom, a lot more footfall, is really great.”

The show marks the first celebrity-led pantomime at the venue in 30 years.

Mr Gates said: “To be doing the panto there, after they won pier of the year, is great.

“It’s very exciting to be bringing this to Yarmouth.”

Britannia Pier in Great Yarmouth was named Pier of the Year in the UK this year. (Image: Britannia Pier)

The owners of Britannia Pier completed a £2m renovation to transform it into a year-round attraction, earning it the National Pier of the Year award this year.

‘Beauty and the Beast’ is a collaboration between G&S Productions and Stargate Entertainment.

Rosanna Roscoe, who grew up spending school holidays at her grandmother’s home in Norwich, will play Belle.

Rosanna Roscoe, who grew up spending school holidays in Norwich, will play Belle in Beauty and the Beast. (Image: Supplied)

The official launch took place on Thursday, September 24, at the Priory 1101.

Mr Gates said: “I’ve done about 15 pantos over the years, but this is the first one I have produced.

“I am putting all the knowledge I have gathered into this show.

“I am using all that experience.”

Gareth Gates speaking about the Britannia Pier in Great Yarmouth ahead of rehearsals for this year’s Christmas panto at the venue. (Image: Newsquest)

The event was attended by Carl Smith, leader of Great Yarmouth Borough Council, and Sheila Oxtoby, the council’s chief executive.

Tickets start at £17.50 for children and concessions, and £20 for adults.