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Weather forecasters are predicting the hottest day of the year so far, with temperatures in London hitting up to 33C.

And this week's sizzling sunshine is lifting expectations among UK tourism chiefs that more people will be staying at home this year.

Popular seaside resorts around the country are already reporting a rise in visitors, with Brighton's tourist office saying June saw the highest online monthly bookings taken in a year.

"Bookings are up around 10% on last year with the rise of the staycation (where people choose to stay at home for their holidays) adding to the increase in visitors," a spokesman said.

The Association of British Travel Agents told Sky News Online it expected the good weather to result in increased bookings for holidays in the UK.

"At the moment, the weather's great and people are wondering why they should bother to go abroad when the sun's here," an Abta spokesman said.

"But - and it's a big but - you have to remember that the reason why we all talk so much about the weather is because it's so unpredictable. It might be fantastic this week, it might be pouring next."

The spokesman also pointed out that the weather usually only influenced last-minute holiday bookers.

"Those people with children probably booked their holidays in January or February, so they can't change their plans, even if they want to."

And about one in five Britons who holidayed overseas last year is already considering staying at home this year, says VisitBritain's Elliott Frisby.

"That's a potential five million more people taking a break in their own country this year.

"Although not guaranteed, it's all to play for and a chance for the tourism industry to remind people that a British holiday can rival overseas destinations."

Visitors coming to the UK from abroad are also able to enjoy the sunny spell, even if their initial plan was to take advantage of exchange rates, rather than climate.