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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Outbreaks of rain this evening will clear overnight. Tomorrow will start dry and bright but there'll be further rain at times later on.