The region's tourist industry has reported plummeting trade - despite the recent good weather.
With the last bank holiday weekend of the summer upon us, businesses across the East are hoping that the weather won't make it a washout.
A number of our attractions have already reported a poor start to the season, with trade down as much as 25 %.
But now, tourism chiefs are saying the 'feelgood factor' of the Olympics, along with a recent spell of warm weather, has prompted a surge in bookings.
Billy Ball, of Clacton Pier, says trade has been dramatically affected.
It's a similar story elsewhere in the region.
Industry experts say tourism is down between 10 to 25 per cent and that's largely driven by three factors - the recession, the bad weather and the Olympics.
Great Yarmouth pleasure beach saw a significant drop in trade over the two weeks of the games.