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
More top news
Meet Tuesday's finalists in the Anglia region for the Pride of Britain Awards.
Essex part-timers to visit League Two promotion chasers Exeter in the First Round
In the first of three special reports, our Sports correspondent Donovan Blake looks at how sports are changing - first our need for speed.