Online advertisements showing unflattering parts of Norfolk to promote Caribbean holidays have been criticised by county tourism bosses.
An advert by tour operator Hayes and Jarvis used images of a litter-strewn campsite and a rusty tractor to compare Cromer to Caribbean resorts.
Hilary Nelson, tourism spokeswoman at North Norfolk District Council, said the advert was "absolutely outrageous".
The firm said it was "very sorry" if its campaign had caused offence.
One advert showed the image of the messy campsite next to a picture of a sunny beach with the heading "Camping in Cromer or half price Caribbean?".
A second advert showed the rusty tractor next to an image of the same beach.
Ms Nelson said she was "incandescent with rage" over the advertising campaign, which was featured on the firm's website.
"I very much hope that they apologise and remove it," she said.
Bruce Straton, a spokesperson for Cromer Pier, said the advertisement could be misleading to the public.
"What I would like to see [is] that it is immediately removed from their website, they apologise to Cromer as a whole and perhaps take the time and trouble to come and see just what we have got to offer," he said.
In a statement, Hayes and Jarvis said the advertisement was "one of a series of light-hearted adverts that compared leading UK resorts to destinations overseas and was not intended to be taken seriously".
"We are very sorry if the latest Hayes and Jarvis campaign featuring Cromer has caused offence but we hope local residents will take in the spirit it is intended," the firm said.