Plans for a major seafront hotel and restaurant have been turned down over concerns it would harm a conservation area, spoil sea views and overlook nearby flats.
West Norfolk council has refused planning permission for the new building on Marine Parade South, beside the Prom at Hunstanton.
Developer Derrick Lloyd applied to build the five-storey complex on what is currently a cafe and car park.
A planning statement said it would create "a high quality hotel development that has been designed to suit modern needs" and "a new focal point" for the Promenade.
But Historic England objected, saying: "The proposed redevelopment of the site for a hotel would result in a substantial new building visible in the Hunstanton conservation area and situated in a prominent location on the sea front."
It added it would feature in views from The Green and Esplanade Gardens, which are some of the most important open spaces in the conservation area.
The council's conservation officer said: "The scale of the development proposed would be harmful to the setting and significance of the open views of the Wash which have been identified as important to the significance of the conservation area."
They added a single or two-storey development on the same site "could be acceptable subject to proper design".
Fourteen objections were also received on West Norfolk council's planning portal.
Graham Edwards said: "A more unsuitable place for this development would be hard to find.
"As a frequent visitor to wonderful Sunny Hunny I feel this eyesore would ruin the look and feel of the sea front. It would be too big and block even more of the wonderful views."
Tara Fox added: "This will be imposing, blocking the view across the sea."
Other concerns including blocking light and overlooking flats in nearby Harlequin House.
In its decision notice, the council said the proposals would have "a significant impact on the setting of the conservation area" and result in "an unacceptable degree of overlooking, overshadowing and overbearing impacts" on Harlequin House.
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