Tourism bosses are hoping that the opening of a £121m bridge will boost visitor numbers to Great Yarmouth.
The crossing over the River Yare will be the third in the town when it opens this May.
It is hoped that the new bridge will ease traffic issues that have often been an issue in Great Yarmouth during the key summer tourist season.
Asa Morrison, CEO of Visit Great Yarmouth, said: “One of the big challenges Great Yarmouth has had in living memory has been the challenge of getting around the destination in the core summer months.
“We have a fantastic new bridge opening that will have a big impact.
"It will make it far easier to reach our key destination areas, making life easier for all our visitors and businesses, as well as having a big economic benefit."
There is also optimism that the recent sale of the Britannia Pier will see more investment that will make it "something special again" and help attract visitors.
New owners Joseph Abbott and Joseph Manning of Triangle Amusement said they have "big plans" for its theatre’s future and new attractions to the pier end funfair.
The town is also hoping to benefit from the finding of the royal shipwreck HMS Gloucester off its coast, which might be displayed in Great Yarmouth.
READ MORE: HMS Gloucester: Six fascinating finds from royal shipwreck
Visit Great Yarmouth revealed that the coastal town has already recovered from the pandemic, with visitor numbers on Great Yarmouth's central seafront higher in 2022 compared to 2019.
Mr Morrison said that there is a "huge amount of optimism" for this year, but businesses are realistic about the effect the cost of living crisis will have on tourism.
He said: “It is a real challenge for all of our businesses but we are positive.
"Great Yarmouth will find a way because it always has with 200 years as a tourism destination, adapting to and overcoming different challenges.”
He added that a noticeable change in tourists' habits has been when they book their trips.
“We are finding that, as a result of the pandemic, people are booking later, delaying decisions as they assess how the cost of living and uncertainty is affecting them," added Mr Morrison.
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