The value of a sunny bank holiday for the Westcountry's tourist industry has placed a greater emphasis on the need for good weather this weekend, according to tourism leaders.
While tourist bosses in Devon and Cornwall claimed in Easter the region's industry had weatherproofed its offering over the last decade, Malcolm Bell from VisitCornwall said a good bank holiday would shake holidaymakers out of the "winter mindset" caused by years of unseasonable weather.
Cornwall's tourism chief was joined by hoteliers in Devon, in hoping warmer weather over the weekend would encourage potential holidaymakers in Britain's cities to entertain the idea of a "staycation".
But while weather has been hot over the past week, the Met Office predicts the weekend will bring cloud and patchy rain with temperatures in the low mid-teens.
Mr Bell said: "It is absolutely vital. We need to get people out of this winter mindset. In other words, on the weekend, stay at home and sit in front of the TV. This year is very important. We do need to get people thinking of holidays, we do need to get people thinking about booking holidays in Britain. Our website stats show that people are thinking, just not booking. For that reason, it is just as important that the weather is good in London and Birmingham."
The Westcountry's tourism sector had to contend with the coldest March in more than 50 years, with figures remaining in the single figures. That followed one of the wettest years on record with a washout summer dispelling fears of drought last spring. But the weather has now picked up during the last week of April with temperatures in the mid-teens, combined with long hours of sunshine.
Holiday company cottages4you has seen a 20% increase in British getaways in the last two days, with St Ives, Port Isaac and Padstow featuring in the top 10. Managing director Nick Rudge commented: "People have been hanging on later than usual to see what happened with the weather. Now the Met Office is reporting it's likely to be a sunny bank holiday, people are keen to bag a last-minute break to make the most of the first signs of summer
James Sharp, chair of Devon Hotels and general manager of Sidholme Hotel in Sidmouth said: "There are so many things to do in the region and with the warmer weekend weather, we are hopeful that we will see an influx of people into the area."
