Tourists heading down the motorway for a break in the Westcountry were treated with rude signs telling them to 'Turn around and f*** off".
The signs were spotted on the region's roads over the weekend as lockdown restrictions were lifted allowing hotels and caravan parks to reopen.
Experts predicted it would be the busiest weekend of the year with people taking to the road for the first time in months - and there were thousands of cars spotted on the M5, A30 and A38 heading into Devon, Cornwall and Somerset - with many caravans among them.
Three people were spotted holding the 'f*** off' sign on the A30 at Bodmin in Cornwall while a Grim Reaper was stationed at a roundabout in Dawlish, Devon, reports CornwallLive.
Tourism chief Malcolm Bell described the incident as 'unforgivable'.
The chief executive of Visit Cornwall 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."
Rick Turner, chair of the South West Tourism Alliance, said: "We are the number one tourism region in the UK and the thing that the last few months of lockdown has shown is the interconnectivity of the whole economy and its reliance on tourism, our major industry.
“Farming and food and drink, the income of the local councils and many other supporting industries have all suffered enormously as a result of the visitor economy being shut down.
“We hope there is some light at the end of the very dark tunnel and we need for everyone to be responsible.
“The message I would like is to Protect, Respect & Enjoy.
“We need the support of our locals and regular visitors to the region now that we are able to reopen to keep following the guidelines with social distancing, washing hands and hand sanitising, and avoid busy places on a busy day.”
