Soaring temperatures have prompted a serious warning ahead of Norfolk's biggest summer event as the county prepares to roast in the heatwave.
Government health chiefs have issued a rare red health alert for the region, with extremely hot weather forecast for today, Wednesday and Thursday.
With the mercury set to soar to almost 40C in parts of East Anglia, the UK Health Security Agency (UKHSA) says people should be prepared.
Agostinho Sousa, the agency's head of extreme events and health protection, said: "Very hot weather is forecast across large parts of England in the coming days and we are urging health and social care services across the country to ensure they are prepared.
"It is vitally important that people understand the risk posed by high temperatures like these, and take steps to keep themselves and their friends, families and neighbours safe."
Dr Sousa said a red alert meant a risk to life for even healthy people, while staying hydrated, avoiding the sun during the hottest part of the day and keeping your home cool can make a big difference.
The stark warning comes as the Royal Norfolk Show gets set to welcome thousands of visitors to Costessey, on the outskirts of Norwich.
The two-day celebration of rural life, which begins on Wednesday is expected to attract more than 80,000.
Show chief executive Mark Nicholas said: "The show has faced extreme weather before, and our experienced team and volunteer stewards are well prepared to keep people and animals safe and well.
"This year, with some of the hottest show weather we have experienced expected, we are encouraging visitors to stay hydrated and bring hats and sun cream."
Free drinking water will be available on the site, so show-goers should bring a refillable container to top up.
Gates are also open from 7am until late evening each day, so visitors can plan their day flexibly and avoid the hottest periods if they wish.
Timings of some events, particularly those involving livestock, may be affected while vets will also be at the showground to monitor animal welfare.
Elsewhere, people are being urged to look out for others, especially elderly relatives, neighbours and those with underlying health conditions, to make sure they are aware of the forecast and how to stay safe.
Caroline Abrahams, director of charity Age UK, said: “With another warm spell on the way, we’re urging the public to check in on older neighbours and relatives to see if they need anything or are struggling with the heat.
"Offering to pick up shopping or medication, or even lending a fan, can make a real difference.
"Older people often don’t realise they’re overheating until they’re already unwell."
Preparations are under way at Lowestoft-base Kingsley Healthcare, which operates 44 homes in locations including Diss, Norwich, Wroxham, Downham Market, Swaffham, Watton, Great Yarmouth and Holt.
The group's co-chief operating officer Debbie McGovern said: "We keep people out of the sunlight when it is very hot, ensure residents are drinking plenty of fluids, keep the curtains closed and ensure activities are nothing too strenuous.
"Ice lollies, where appropriate, are an enjoyable way to cool down.”
Staff at Extra Hands - a Norwich-based agency which provides home-based social care across the county - will be helping their service users through the heatwave.
"As the temperatures rise this week, our staff will ensure that our service users' clothing is appropriate with breathable fabrics and layers that can be easily removed," a spokesman said.
"Our carers will also be encouraging our service users to drink more fluids and leave drinks available as well as keeping the room cool by closing curtains and blinds amongst other things."
Schools are expected to stay open as normal through the hot spell, but will move into "hot weather mode" by relaxing uniform rules, cutting back on outdoor PE and activities and encouraging pupils to stay hydrated.
Smithdon High School in Hunstanton has told students they do not need to wear their blazers and ties, while water stations have been added around the site.
Students at Alderman Peel High School in Wells can attend wearing PE kit, while parents have been told to send children to school with a named water bottle and apply sunscreen before they leave home.
Reepham High School will also be following similar protocols.
Norfolk County Council said it would be monitoring roads in case they begin deteriorating in the heat.
It added "the usual preparations for hot weather" had been put in place, which in previous years has seen gritting lorries applying sand to stretches where the tarmac was melting.
Temperatures are expected to reach the mid 30s across the county.
Thetford and Downham Market are anticipated to see the hottest weather with both locations hitting 33C, but the humidity will make it feel more like 41C.
Meanwhile sultry tropical nights, where the temperature remains over 20C are on the way across the region.
Forecasters say the hot spell has been caused by a so-called "heat dome" where a high-pressure weather system traps the heat underneath.
Met Office meteorologist Simon Patridge said: "It’s a very unusual, very rare spell of very hot weather, so it’s one of those ones where people should take care, try to keep their houses as cool as possible, check in on those that are vulnerable, so the very young and very old, in particular, are more vulnerable to extreme heat.
“But everybody will feel this because it will be very hot and the overnight temperatures, in particular, will mean that people won’t be getting as much sleep, probably, as they would usually do, so it will affect everyone."
The East of England will be under a red heat-health alert from 1am on Wednesday until 11pm on Thursday.
This is the second time a red HHA has been declared, with the first being issued in July 2022.
The region's ambulance trust said: "Hot weather can have serious impacts on anyone’s health and we often see increased demand on our services during these periods, including cases of dehydration, heat exhaustion and breathing difficulties."
It added people should drink plenty of fluids, avoid the sun during the hottest part of the day (11am - 3pm) and wear suitable clothing and sunscreen.
"We’re asking everyone to play their part," it added. "Please only call 999 in a life-threatening emergency.
"For urgent but non-emergency care, use NHS 111 online or by phone, or speak to a local pharmacist."
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