Although many of us realise that nowhere else quite beats the Suffolk coast for a day out or a holiday, many tourists flock to the south-west and to Cornwall for a break.
But with all the positive changes happening in Lowestoft and the town's South Beach being fully reopened two weeks ago, Waveney MP Peter Aldous has said: 'I think we can be the new Cornwall'.
After months of being closed following damage caused by the 2013 tidal surge, a new guardrail has been installed along the promenade and the Children's Corner area of the beach has been restored.
It was part of a £3.5m, two-phase project which also included new rock structures to fix the seawall.
Mr Aldous said: 'Leisure and tourism is very important to the future of Lowestoft.
'What we have here is a hidden treasure with enormous untapped potential that we need to be making use of.
'We've got some tremendous attractions and, with a strategic approach, we can join these together to make Lowestoft a really exciting place.
'I think it is an absolutely unique offer and I think we can be the coastal destination of choice.'
At the reopening of the beach, Lowestoft Vision chairman Danny Steel, who is also a partner at Ganaden Properties in the town centre, said: 'I really believe we're now a town of opportunity.'
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