You might be looking forward to English Tourism Week as a chance to increase your hotel occupancy, but this time around there is good reason to expect cafe furniture to be in greater demand too.
That is because for the 2015 ETW - due to take place on March 14th-22nd - VisitEngland have decided to make food and drink the main theme for events and promotions.
You don't have to use this theme - and events that have no food or drink element to them will still be promoted as part of English Tourism Week 2015 - but it's a great excuse for cafes and restaurants to stake their claim in a week when hotels might normally be the obvious focal point.
In either case, the event is a chance to maximise occupancy rates whether that means 'bums on seats' in restaurant and cafe furniture, or the percentage of hotel rooms that are occupied.
As VisitEngland point out, there are plenty of other related hospitality niches that all contribute towards the value of the sector, which encompasses all of the different disciplines that help to make England an appealing holiday destination for travellers arriving from overseas.
"The visitor economy is worth £106 billion a year to England, supporting thousands of businesses and seriously impacting on the performance of supplier industries including farming, transport, retailing, sport, museums and galleries, the theatre and other performing arts," the organisation says.
"Tourism cannot be offshored - it only happens here!"
For obvious reasons, tourism is a sector that reaches every part of England, representing the third-largest single industry in terms of number of people employed.
Some 2.6 million people work in tourism-related disciplines, and it's an entry into employment for many young people, as well as a chance for entrepreneurs to start businesses of their own.
It is also a valuable way to put England on the world stage - both as part of the UK and in its own right - and with tourism figures continuing to perform well ever since the London 2012 Olympics, those in the industry will be hoping to see that trend continue for many more years to come.