Decades of investment has weather-proofed the Westcountry's tourist economy, say industry leaders, who are reporting strong bookings over Easter despite the big freeze.
The region's tourist offering has been transformed over the last ten to 15 years with funding poured into spas, hotels, guesthouses, resorts and day attractions, making it more resilient in periods of poor weather.
The development of destinations such as The BIG Sheep in North Devon, Living Coasts in Torquay and the Eden Project has, as one industry expert put it, changed the outlook to "it's not the wrong weather anymore, it's the different activity you do".
Even some surf schools and campsites, which have been hardest hit by bad weather, have tried to steel themselves against it by improving facilities or tailoring their marketing strategies.
And the change in offering has been reflected in good booking numbers, despite the country being in the grip of some of its coldest spring weather for half a century.
Malcolm Bell, chief executive of Visit Cornwall, said: "If we go back ten or 15 years, we didn't have all the all-weather attractions. We didn't have resorts with spas and most hotels didn't have anything more than a small swimming pool.
"There's been a tremendous amount of investment to hotels, parks and restaurants, like the Flowrider at Rettallack in St Columb Major.
"It's not the wrong weather anymore, it's the different activity you do."
Carolyn Custerson, chairman of Visit Devon, said bookings at accommodation providers are looking strong across the county despite the bad weather.
"This is the first big holiday since Christmas and this shows people recognise that Devon still offers good value for money," she said.
Living Coasts, a coastal zoo in Torquay, has expanded its indoor offering extensively since opening a decade ago and last year experienced a 10% spike in visitor numbers, despite one of the wettest summers in recent history.
Phil Knowling, from the zoo, said: "It was very clear that we were a place where people were going to even when the weather was rubbish. We were very aware of what weather can do to attractions."
Bedruthan Steps Hotel, which was named Cornwall's hotel of the year in 2012, has experienced a 10-20%increase in bookings compared to April last year.
Director of sales Susanne Williams said the hotel had worked hard to market its indoor offering.
She said: "We have always had indoor facilities, but we have really focused on the message that you can do things whatever the weather."
The Westcountry's tourism sector has had to cope with what the Met Office is predicting could be the coldest March since 1962.
It is a significant reversal to the weather a year ago, when the third-warmest March on record sparked fears of drought.
Although largely dry, the temperature for the Easter weekend in the Westcountry looks set to remain in single figures.
And industry experts anticipated those figures would be felt at outdoor destinations such as campsites and surf schools, with snowfall elsewhere in Britain and chilly forecasts influencing some holidaymakers' decisions.
Ron Lyne, owner of Henry's Campsite on the Lizard, said: "We have had some cancellations because of the cold weather but now the sun is shining we have had three calls in half an hour."
He added the campsite has worked hard to improve facilities for campers to cope with bad weather.
He said: "Since I've been here we have improved drainage and put in undercover facilities for campfires. You have got to adapt to the weather."
Darren Burrett, owner of South West Surf, which offers lessons at Croyde and Saunton in North Devon, said bookings were down because of the early Easter and cold weather. "We have worked hard to get the message out that surfing is an all-weather activity."
Arnaud Ruetsch, director of The Penzance and District Hotel and Restaurant Association, said despite it being noticeably quieter, quite a few of his members were fully booked for the weekend.
"Things are changing," he said. "There has been a lot of investment in guest houses too."
