Landlord John Lainchbury has been fighting for better signage from the A47 to his pub in High House Farm Lane, Colton since he took over, and you can see his point.

He claims that Norfolk is the worst county in the country in supporting its tourism industry.

And while tourism each year boosts the economy in the county by millions, how much more could it be worth if simple things such as extra signage were installed.

His pub is just a few miles off the A47 west of Norwich and is a treasure trove waiting to be explored, but how would you know it was there?

He said: 'We get a lot of tourists here because we are so close to Barnham Broom, but they can never find us.

'One of the reasons we have not been able to get any signs from the A47, we have been told, is that authorities don't want us to get too like America.

'The bureaucracy involved also makes it so expensive and time consuming. We employ 10 people here, so if we did close up, that would be 10 less jobs for the area.

'But trade at Christmas was fantastic. The only thing that really hits us here is snow.'

Meanwhile, the regulars who already appreciate the pub know what makes it so special.

It's friendly, comfortable, warm, the food's great and you can also get Norfolk real ales, they say.

John and Alison Lainchbury moved from London and had not intended to come to Norfolk, but they heard about the pub coming on the market and they went for it.

Mr Lainchbury said it was like coming home, however, as he has been visiting the county with his family for decades as they had friends in Potter Heigham.

The pub now has eight en suite bedrooms, is four star AA rated, and boasts three chefs, including a vegetarian. The two other chefs cook superb fish dishes including their signature dish of baked Cromer crab.

The pub also supports local brewers by stocking real ales from Humpty Dumpty and Beeston's Norfolk breweries.

The pub's dog, Alfie is another reason customers enjoy visiting. The bearded collie is a big attraction.