The Visit East Anglia tourism organisation is hoping visitors make spur-of-the-moment decision to come to the region this Easter despite the chilly weather.
Keith Brown says there are a lot of reasons to visit East Anglia where your want adventure or cultural breaks.
There are 20 million people within two-hours drive of the region.
Despite the poor weather Mr Brown says the figures coming through from tourism businesses are 'pretty positive and the outlook is quite strong'.
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It can boast a beautiful coastline, the famous landscapes of Constable Country, the music of Benjamin Britten and historic sites like Sutton Hoo but despite that tourism bosses reckon Suffolk needs a change of image.
They're launching a 14-week campaign to promote the county as curious, a word that's strongly divided opinion.
Vic Goddard from Passmores Academy in Harlow, featured in the Educating Essex television programme, was invited onto the Daybreak sofa to discuss taking children out of school for term-time holidays.
He suggested the high price of holidays is no excuse, but got into a bit of hot water with the way he referred to Great Yarmouth..
The region's tourist industry has reported plummeting trade - despite the recent good weather.Read the full story ›
Businesses dependent on tourism are reporting a drop in turnover of 10 to 25 per cent.
However, experts say a recent warm spell, coupled with the success of Team GB, has seen a late surge in holiday spending.
It may be too late though for many businesses which are feeling the effects of prolonged bad weather, and people staying at home to watch the Olympics.
Boost for regional economyRead the full story ›
The wet and dreary start to Summer was today cited by City analysts as a key factor in keeping Britain's economy in the doldrums.Read the full story ›
Tourism expert Chris Scargill describes the impact the weather has had on regional tourism.
Stansted Airport has announced new services to Morocco and Gran Canaria.
The flights will be operated by Thomson and First Choice and will begin the Summer of 2013.
The news follows Ryanair's announcement yesterday that it had launched its tenth direct flight connection to Poland flying to the brand new Warsaw Modlin Airport.
Just a week ago May was heading towards being one of the coldest and dullest on record but in the space of 7 days that has changed.Read the full story ›