Watch a report by ITV News Anglia Charlie Frost
The heat is on for seasonal businesses across the East of England to make up for time lost to lockdown as the hot weather continues.
A survey by Visit Britain found only 15% of adults went on holiday in the UK last month. In its weekly COVID tracking research, it said 40% of people would take fewer holidays this year because of the fear of catching coronavirus.
An August heatwave and one of the hottest summers on record might just change that and give the region's tourism and leisure industry a much needed boost.