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Just days after forecasters warned of many more years of wet summers, one of the region's major sporting events has fallen victim to the dire weather.
The Great East Swim, which would have seen thousands of swimmers take to the water this weekend, has been postponed.
And its not just the sporting events which are suffering, some businesses are being hit too.
Watch Claire McGlasson report here...
Tourism experts in East Anglia have said that businesses need to prepare for the possibility of more wet summers to come.
Chris Scargill from Larking Gowen said businesses like Banham Zoo and the new model village at Wroxham are good examples as they have invested in indoor attractions, which won't be at the mercy of the British weather.
He told ITV News Anglia that banks are lending money to business which want to adapt, but the situation is not an easy one. Traditional 'bucket and spade' destinations are most likely to suffer from weather extremes.
He also said that people should look at the day to day forecasts, and not just assume it's all doom and gloom, and that East Anglia still enjoys very dry weather compared to the rest of the UK.
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On the longest day, we're told we could have to put up with 10 more years of gloomy summers.