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March 2014 has so far been one of the mildest on record and is providing the Anglia region's tourist industry with a massive boost. It followed one of the mildest and sunniest winters.
Across Essex, Norfolk and Suffolk, tourism is worth an estimated £7½ billion a year.
It's an industry that is very dependent on the weather and the recent mild temperatures are encouraging a flurry of bookings and hopes for a bumper year.
Click below to watch a report by ITV News Anglia's Malcolm Robertson from Southwold in Suffolk