The great holiday getaway is already underway.
Bristol Airport says the total passenger number that will be travelling through Bristol Airport this weekend (Friday to Monday inclusive) will be 90,000.
The RNLI has begun a "Respect the Water" campaign in the West Country. 32 lives were lost on the south west coast last year and it wants beach-goers and surfers to take more care.
The number of people who died along Britain's coast in 2013 was the highest in four years, the RNLI said as it launches a campaign calling on people to Respect the Water.
Figures show that 167 people died in water-related accidents and a further 368 were rescued by lifeguard crews after getting into difficulties.
Cold water shock, rip currents and fatigue were common factors in contributing to accidents at the coast while alcohol played a part in 28 deaths last year.
As the temperature continues to soar RNLI coastal safety manager Ross Macleod called for people to stay safe around the water.
"We really feel that that number is too high and we need to do something about it," he said.
The campaign will be launched in Brighton today by England rugby player James Haskell who said: "This is about being smart and safe when you are there."
The Awards cover Somerset, Dorset, Wiltshire, Gloucestershire, Bath, Bristol, the Isles of Scilly, Devon and Cornwall.
The deadline for entries is 5pm on June 21st.
People working in Somerset's tourism industry will be holding their annual conference at the Haynes Motor Museum in Sparkford today.
The Somerset Tourism Association are expected to reveal plans to improve the trade in an increasingly competitive global market. The STA Chariman Bob Smart says that, despite bad weather and the Olympics, Somerset is holding its own against international competition.
It's been the wettest summer in a hundred years and next week the schools go back, bringing to an end what has been a holiday season to forget for many in the tourist industry in the West.
Some are reporting their lowest takings in years, with visitor numbers well down on previous summers.
Jonty Messer reports.