Cornwall's furious tourism chief has taken aim at those responsible for an "unforgivable" motorway message to visitors.
A picture purporting to show three people holding a sign reading 'Turn around and f*** off' over the A30 has gone viral.
But the county's tourism chief Malcolm Bell says it could do serious damage to their reputation at a critical time.
It emerged as the county welcomed holidaymakers back, with hundreds of businesses looking forward to the much-needed visitor boost.
However, some people in Cornwall have expressed worries that it could be too soon to be easing the lockdown.
Tourism officer Bell is annoyed - and says it's not what Cornwall needs.
He told CornwallLive : "I don't like to see signs like the one we saw on the A30 yesterday.
"It is being offensive to a large group of people.
"I find it unforgivable. It's accusing people before they even arrive."
Meanwhile, in Dawlish, a man dressed as the Grim Reaper who was holding a "Welcome holidaymakers" sign greeted the incoming visitors yesterday afternoon, before two men challenged him and confiscated his sign.
The incidents were not reflective of the general mood in the region, as Devon and Cornwall welcomed visitors back with open arms on day one of a major boost to the Westcountry's economy.
"We are battling to save thousands of jobs," Mr Bell added.
"Let's welcome our customers, who will share their money to keep Cornish people in jobs."
It is estimated that about 80,000 holidaymakers will be in Cornwall this week - which is 15 to 20 per cent down on usual numbers for this time of year.
