This weekend is set to be the warmest of the year so far, with temperatures expected to reach 23 degrees in parts of East Anglia.
The Jesus Green Lido in Cambridge only opened last week for the start of the season, and now they're having to get in extra staff to cope with the expected rush.
– Daryl Emes, Jesus Green Lido, Cambridge
This is a great start to our season and we are obviously having a great push to get a lot of people through, so we are going to put on extra staff to cater for the expected numbers.
In Cambridge, punting businesses are expecting to be busy too.
– Sam Morris, Cambridge Punters
We're the smallest company in the city, so we are expecting to be absolutely booked out this weekend.
On the Norfolk coast at Great Yarmouth, businesses are stocking up, ready for the warm weather.
– Albert Jones, Pleasure Beach
The weekend is looking encouraging, our online bookings are already well up on the last couple of weekends. It makes people a lot happier when the sun is shining.
Click below to watch a report by ITV News Anglia's Emily Knight.