Environment and tourism correspondent, BBC South West
BBCAs I arrive at the popular resort of Bigbury-On-Sea at just before 08:00 BST, there are already a few people taking a dip and families setting up windbreaks on the beach.
On one of the most important bank holidays of the year for the tourism industry, I’m travelling across the region as businesses experience a “last hurrah” before the end of the school summer holidays.
Opening up her surf school before the crowds arrive, Annika Connolly tells me business has been brisk.
“It’s really ramped up. The weather has really helped and it’s almost like post-Covid times. It has put a massive positive spin on our whole summer”.
“On weekends like this, we love it,” said holidaymaker Jack Lemon, who was visiting Bigbury-On-Sea from Bristol with his family.
“The beaches in Devon and Cornwall compare with some of the best in the world and, when the weather is good, it’s amazing.”
Sarah Goodfellow was visiting Devon from the New Forest for the bank holiday, as she has done for the past 25 years.
“You wouldn’t want to be anywhere else on a day like this,” she said.
“It’s great to see so many young families having a great time.”
Throughout the morning, visitor numbers build and one car park fills up, with holidaymakers making use of the overflow carpark in a farmer’s field nearby.
It is owned by Cathy Case, who also runs a popular campsite a short walk from the beach, which has been fully booked over the whole bank holiday.
“As tourism businesses, it’s what you need – moments like this when everything comes together, the weather, the people and everyone having a good time,” she said.
“We’re so pleased with this weekend.”
Tourism bosses in Devon and Cornwall say bookings have bounced back after a quieter few years but are still below the levels seen post-pandemic.
Last week, boss of tourism organisation Visit Cornwall, Jon Hyatt, said visitor numbers were already “strong” for this summer.
“We had a few years with lower numbers but we have bounced back strongly from 2024,” he said.
“We are in a good place with strong spend spread throughout the county.”
It is midday as I head out of Bigbury. Next stop: Bude, on the north coast of Cornwall. When I arrive, the town’s sea pool is “packed”.
“Bude is buzzing, the beach is buzzing, the sea pool is buzzing,” said Deb Rosser, general manager of Bude Sea Pool.
“For a town that relies on tourism, this is fantastic. It’s been a huge summer holiday season for us.
“Last week, we had one of our busiest days ever. It’s been a phenomenal summer”.
As I head away from the crowds enjoying a swim, I bump into a couple visiting from Manchester.
They are among the many holidaymakers I’ve met that have been drawn to the South West this bank holiday – an influx that will give both tourism and hospitality businesses a massive boost.
“There’s so much space,” said Anne McGuire as she and her husband Paul Fullman look out over the golden sand.
“In other resorts, or in Spain, you’d be struggling for space on the beach,” she said.
“Bank holiday, not a cloud in the sky. It’s like paradise.”