The West Country is expecting the busiest August Bank Holiday for several years.
Hotels, B&Bs and camp sites say their bookings are better than for many years.
The first sunny summer since 2006 is one of the main reasons, but the new wave of top hotels and restaurants also gets credit for bringing in more wealthy visitors.
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Around 50 jobs are to be axed at one of Somerset's biggest companies, the shoemakers Clarks, which has its HQ in Street.
It'll be a mainly sunny day in the South West with some cloud over parts of Cornwall and not quite as cold as Tuesday with the wind easing.
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