Seaside businesses are set to rake in the cash as Sussex looks forward to another record-breaking summer.
Temperatures have already soared past seasonal averages and forecasters are predicting a one in eight chance they will lead to the hottest summer ever.
But while sun worshippers and the tourism industry bask in the heat, experts have warned extra sunshine could come at a huge environmental cost.
Last summer was the hottest since national records began in 1914.
But the Met Office said 2007 could be the ninth year in a row the country has experienced warmer-than-average temperatures.
March brought 142 hours of sunshine, almost 50 per cent higher than the average of 96.3 hours.
Barry Gromett, Met Office spokesman, said: "I'd say there's a 70 per cent chance this summer will be hotter than average, with a one in eight chance of seeing a repeat of 2003 or 2006. Temperatures for the past few weeks have already been higher than normal, which would be about 12.5C (54.5F).
"It's not surprising people are already out there sunbathing."
Temperatures over the weekend were expected to reach up to 24C (75F).
Mr Gromett said: "The breeze coming in from the North Sea is still pretty cool but the sunshine is really quite strong so we're getting to the time where we'll be saying get a hat on'."
Hundreds of thousands of visitors flocked to Brighton, Worthing and Eastbourne at the weekend to enjoy the holiday heat.
Janice Fraser, acting tourism officer for Worthing Borough Council, said: "As always, Worthing looks forward to welcoming its many visitors.
"If these predictions come true then not only will our visitors have a fabulous time but the town will also benefit immensely from the increased numbers."
Mr Gromett warned the future may not be so bright, as rising sea-levels and rain shortages take their toll on Sussex.
He said: "If you're looking longer term, we are seeing climate change and I don't think there's much doubt about that now or the fact it's due to human influence.
"When you look at the rate ice is melting and glaciers retreating, there are major concerns.
"This has huge implications on how the world is going to look.
"Water availability is going to be a huge issue. Rainfall in Sussex is much less certain but we don't see any evidence to support an extremely dry or wet summer."
Alan Stone, spokesman for Brighton and Hove City Council, said: "Although we're a pretty weather-proof destination, clearly sunshine is a boost for business and helps create that real Brighton buzz.
"A hot day could mean 100,000 to 200,000 visitors on the beaches and around town.
"While warm weather is good in the short-term, a warmer world is bad news in the longterm.
"We could have issues with rising sea levels as the revamped seafront is a major selling point.
"That's why the council and the city is taking a lead and getting a reputation as an ecofriendly place."
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