Cycling fans from more than 100 countries will have their eyes on Norfolk's coast and countryside, as Britain's biggest bike ride heads for the county.
Footage from the Tour of Britain will be beamed around the globe, when riders set off in September. Up to a million spectators are expected to cram the roadsides for the eight-day event.
Norfolk's coastline and countryside will be centre stage on day six - Thursday, September 16 - for what may be the biggest spectator event the county has even seen.
Setting off from King's Lynn's Tuesday Market Place, riders will pass through North Norfolk and Norwich on their way to the finishing line in Yarmouth, almost 120 miles later.Some of the world's top riders will compete for the right to wear the hallowed yellow jersey, on a route which showcases Norfolk as a cycling destination.
Talks between race organisers and councils across Norfolk have been going on for 12 months. Derrick Murphy, deputy leader of the county council and its cabinet member for cultural services, said: “The potential benefits of hosting a stage of the Tour of Britain are huge - with our tourism industry and those in related trades particularly set to gain enormously from the regional, national and international attention that the Tour brings.
"Whilst our landscape doesn't offer an upward climb of the Alps, the cyclists will have to cover a longer distance than any other leg of the Tour, and we've used the landscape that we do possess to come up with a challenging route.”
As well as the economic benefits the race will bring to Norfolk through increased tourism, officials hope the Tour will boost local interest in cycling and sport.
Norfolk County Council has pledged £150,000, with additional funding coming from West Norfolk, North Norfolk, Broadland, Norwich City and Yarmouth councils.
Liz Nockholds, West Norfolk's portfolio holder for sport, arts and open spaces, said: “How exciting it is to have one of the days start in King's Lynn. “We hope it's going to inspire more people to cycle to work or for pleasure; we've got lots of cycle routes in the borough.”
Hugh Roberts, chief executive of Tour of Britain, said: “We are extremely pleased to be bringing the 2010 Tour of Britain to Norfolk. Our partners Norfolk County Council have provided us with the confidence that the stage in Norfolk will be challenging one for the riders and at the same time an exciting one for all the spectators.“To be able to show what Norfolk has to offer to the huge cycling fan base of Western Europe as a boost to cycling tourism in the region is an especially exciting prospect.”
The Tour, formerly known as the Milk Race, Kellogg's Tour and PruTour, dates back to the Second World War. Previous incarnations have visited Norfolk, but September will see the first visit of the Tour of Britain, re-launched in 2004.