A Norfolk tourism operator is reporting 'astounding' levels of online bookings made possible by a website upgrade.

Mark Wilkinson, (AKA The Canoeman), invested nearly £40,000 in improving his website in March and said resultant online bookings were the main reason behind a 30 to 40pc year on year growth in business.

The former pensions company manager, who set up his enterprise 10 years ago, developing it to offer a range of canoe trails and bushcraft activities as well as canoe hire, said: 'I have been amazed. I come in every day and find I have had six to 10 bookings overnight.

'It has freed up more than one member of staff so I can use them for marketing and to expand the company in other areas.'

Mr Wilkinson, who two years ago opened Norfolk Broads Tourist Information and Activities Centre on Wroxham Bridge as the hub for his business, said he believed he was reaching out to a new type of customer.

'Increasingly, I think, holidaymakers want to sit down in the evening and plan activities for their break over a glass of wine using their iPad,' he said.

Mr Wilkinson, a former Scout leader with a lifelong passion for the outdoors, aims to offer his online booking system to a range of other Broads activity businesses - 'once the wrinkles have been ironed out' - from next season.

He said: 'We are looking to work with around 20 activity businesses and I am currently negotiating with one day boat company.

'Working together with other companies can only be good for the Broads economy as a whole.'

Mr Wilkinson, 52, of Blofield, has built up The Canoeman to the point where he employs six full-time and 10 seasonal staff.

'Just on the canoe side of the business, we now have 5,000 customers a year,' he said.

After extending canoe hire to Beccles last season, in partnership with the Lido, he has plans next year to expand into Norwich, using a base at Thorpe Green.

A big success story with families has been his Swallows and Amazons canoe trails, incorporating a guided canoe trip and such activities as building a camp fire and archery.

'We have tremendous bookings during the summer holiday period and have 42 people on one trail next week,' he said.

Is your business thriving in the online world? Email stephen.pullinger@archant.co.uk