The new Alan Partridge film has sparked a tourism boom in Norwich (Picture: Studio Canal)

The release of Alan Partridge: Alpha Papa has sparked a tourism boom in Norwich.

Steve Coogan is back as the hapless radio DJ in Alpha Papa and excited fans have been visiting Patridge’s hometown.

According to Hotels.com, searches for Norwich have gone up by a staggering 183 per cent.

Laura Watts, a spokeswoman for the site, said: ‘Whilst Alpha Papa is sure to be the British comedy of the summer it’s exciting to see that Brits are also looking to explore Alan’s home town and really get to feel the true ‘Partridge’ way of life.


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‘Film and TV can have a huge influence on our holiday habits and I’m sure he’ll be pleased to know he’s been a big inspiration for our holiday choices this summer!’



Coogan said recently of his comic creation that he felt ‘very crude and a little dated now’.

He told Time Out: ‘When I started writing it with Patrick Marber and Armando Iannucci, I would get angry.

‘I felt they were being too cruel and mocking – like pulling the legs off an insect.’

He added: ‘I feel an affinity with Alan because there is quite a lot of me in him and I use him as a bin for anything that is bothering me.

‘So I’m not satisfied with just curling your lip and sneering.’

In Alpha Papa, Alan Partridge turns siege negotiator in the comedy film, which is out on general release now.

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