A HEATWAVE sweeping the south has seen the region bask in temperatures higher than many foreign holiday hotspots.

The mercury in Southampton was today expected to top 29C - higher than Tenerife, Morocco and Mexico. In some places in Hampshire it could even top the 30c mark.

It still does not top the famous summer of 1976. Exactly 25 years ago Southampton recorded an incredible 35.6C - the country's record for June.

The weather has seen a huge rise both in the sales of strawberries and cream and the number of tourists visiting the area's attractions.

But thunderstorms on the horizon are threatening to disrupt the summer fun for most of the week.

Southampton General Hospital emergency department senior sister Cathy Lakin said there had been an increase in outdoor-related admissions - including Frisbee accidents.

She said: "We have not had many sunburn, heat-stroke or barbecue injuries so far but the weather means more people go outside and are more likely to have an accident.

"We have had two unusual Frisbee accidents, with one man having a lacerated chin and another patient suffering a fractured leg.

"Children with injuries from falling off bikes and micro-scooters have also increased."

The city's WestQuay shopping centre has reported brisk trade, especially in summer products.

A spokeswoman said: "Sales in Waitrose of strawberries and cream are up by about 2,000 per cent - that's due to a combination of the hot weather, Wimbledon and strawberries being in season.

"Salads and coleslaw are also up by 400 to 500 per cent."

Store director at Sephora, Lisa Wenman, said: "Sun cream sales are up by around 50 per cent.

"Higher factor suncreams are doing really well and so are self-tanning products.

"Also footcreams and nail varnishes are doing well as more people wear sandals."

A Sunglass Hut spokesman said: "Our sales double on a sunny day."

Becky Rockett, store manager of Accessorize said: "Sarongs are selling really quickly at the moment and represent around a fifth of our takings.

"Sales of flip flops, sunhats, sunglasses and straw bags are also higher than last week."

A spokesman for Shakeaway, the milkshake outlet in Southampton's Bargate Centre, said sales had risen and the most popular flavour was strawberries and cream.

After months of problems during the foot-and-mouth crisis, Marwell Zoo also saw more business. A spokeswoman said: "We have had a very good few days with visitor figures up on last year. We are thrilled with the amount of people coming here because it means they choose to do so rather than going to the beach.

"The hot weather is a welcome relief and it is lovely to see so many visitors relaxing and enjoying themselves."

Southampton and Fareham Chamber of Commerce policy and research manager Alexander Hamelin said the sunshine would have a positive effect on most businesses by boosting workers' morale.

The heatwave conditions meant a busy spell for Hampshire Fire and Rescue Service who were called to 125 heath, grass and woodland fires between 4pm on Friday and 8am yesterday.

A Met Office spokesman said cooler fresher weather was due tomorrow with thunderstorms likely and that the temperatures should rise again by the end of the week.