Tougher penalties for taking children out of school during term time is having an effect on our tourism industry.
Tourism bosses say fewer families are holidaying in our region at this time of year - and it's hotels and attractions that are paying the price.
Tourism Society Westcountry says the problem has cost west country tourism £87 million.
Robin Barker from Tourism Society Westcountry has been speaking to ITV News.
A major campaign began today to cut VAT on hotel accommodation and tourist attractions to 5% to help the South West's hugely important tourism industry. It's being backed by tourism firms and many of our MPs.
Graham Wason Chairman, Cut Tourism VAT campaign, explained to Bob Constantine why a VAT Cut would be beneficial.
The final phases of a new £4.9 million scheme to deliver cleaner seas off South East Cornwall will begin today. Two underground storage tanks are being built in Liskeard that will help provide cleaner bathing water for tourists and locals. Both tanks will be completed by January 2015.
With the current bad weather summer may seem a very long way off, but that will be one of the topics of discussion on the first day of the Westcountry Tourism Conference.
Now in its third year, the two day event is taking place at the Westpoint Arena near Exeter. Among the speakers will be the travel journalist Simon Calder.
The very best of the region's tourism industry is being celebrated at a glittering ceremony in Plymouth.
The South West Tourism Excellence Awards attract entries from right across the region and honour everything from great pubs to hotels and major attractions.
Our very own Ian Axton is hosting the event:
Tourism businesses in the South West say the bank holiday weekend has provided a much needed boost to their industry.
Nearly a quarter of a million holidaymakers visited the region, bringing £73 million into Devon and Cornwall.
It came just in time - it was feared some businesses would go bust if we had a repeat of the last three dismal summers. Our Cornwall Correspondent Steve Hardy reports.
Tourism bosses in Cornwall and Devon have told ITV News West Country the amount of money spend in the two counties for the August Bank Holiday and this week could top the £100m mark.
An estimated £73 million has been injected into Devon & Cornwall's economy because of the bank holiday, according to experts. Restaurants and accommodation businesses are said to have benefited the most. Experts believe more people are choosing to holiday in the UK than abroad.
Just a fortnight after predicting a decade of rainy summers, the Met Office is tonight standing by the forecast of a heatwave over the next week.
The uncertainty surrounding the weather has drawn criticism from leaders in the South West tourism industry. They say inaccurate long-range forecasts are harming business.
Richard Lawrence reports: