Tourism bosses in East Suffolk say the industry is changing

As the Summer holidays continue we've been speaking to local businesses to hear how the warmer months impact their businesses.

Beccie Amer is from the Suffolk Coast Destination Management Organisation (DMO), which is the official organisation for tourism in the Suffolk Coast area.

She told us over recent years there has been a shift in what we would traditionally call the "designated summer season" and rather than having a massive influx during the holidays, and then quieter months, they are seeing more people choose to come throughout the year:

"A lot of people now look to take shorter breaks throughout the year rather than their one big long week-long holiday."

Despite this, Beccie told us there are still areas that rely on the Summer season: "(The) tourism industry is probably less reliant on the season, but then at the same time, we have the traditional in terms of our attractions and our outdoor attractions are much more dependent on the weather."

She explained that because of this, it is becoming increasingly difficult for tourism companies to plan for the year ahead: "People are booking really last minute so you can think, oh, you know, we're going to have a poor spring or we've not got many bookings in the summer and actually by the summer it's really booked up."

Beccie then explained the repercussions of this change and how those in the industry have had to be more adaptable: "You can't plan ahead quite as much as we're used to, (you have to be) a bit more reactive and flexible which is tricky when it comes to staff and in terms of recruitment."

She has also noticed that in the last few years, the demand for what people want has also changed: "People want experiences, they don't want to just go to somewhere and go to a hotel and stay there and do something which you can do anywhere else.

"They want to come to Suffolk and almost embed themselves in Suffolk life."

Hear all the latest news from across the UK on the hour, every hour, on Greatest Hits Radio on DAB, smartspeaker, at greatesthitsradio.co.uk, and on the Rayo app.