The Covid-19 pandemic is restricting holidays abroad and making tourism in the UK more attractive.
About 140 million day-trippers visit the East of England each year already. How can greater numbers be managed while protecting the environment?
BBC Politics East looks at how north Norfolk is coping with tourism, while conserving wildlife.
Tourism in this region is worth more than £10bn a year and is one of the East's biggest employers.
The Holkham Estate on the Norfolk coast manages 25,000 acres of land with a stately home, a nature reserve, a beach and other leisure facilities.
It is a huge draw for tourists, but also has a major conservation role.
Peter Mitchell, Holkham Estate manager, said: "This is just a stunning location.
"Over the years it has become more and more popular. It is also an important wildlife habitat with some amazing species - lapwings and spoonbills. It's just incredible the wildlife we have around here.
"So this year we've introduced zoning for dog walkers, and keep asking people to keep dogs on their leads in April to September - part of trying to stop the damage that free-running dogs can do to nesting birds."
He said he was "little bit nervous" about the potential number of UK tourists coming to the estate as lockdown eases and ends.
"Last summer, we just about managed to cope. So there's going to be some big numbers," he said.
"This year, we just need to make sure that everything is running as smoothly as possible."