Tourism bosses are getting ready for the busiest weekend of the summer so far with a heatwave predicted for the West and England's World Cup campaign a distant memory.

Temperatures could reach 30ºC in parts of the south of England, triggering warnings over risks to health from the soaring temperatures.

And that sparked a call from tourism bosses at one West resort for people to escape the sweltering heat by heading for the coast.

A spokesman for Weston-super-Mare's tourism industry said: "It'll be absolutely perfect in Weston this weekend."

"It'll be a brilliant weekend because the weather will be great.

"There's lots of tourist attractions and miles of golden sands."

This weekend will also be one of the busiest for events.

The Wiltshire County Show returns for the first time in more than 40 years tomorrow, at a sultry Barbary Castle, near Swindon, while Yeovilton Air Day in Somerset will enjoy scorching temperatures and clear skies.