His success as an entrepreneur no doubt means that Duncan Bannatyne can pick from a string of luxury destinations for his holidays.
The Dragon's Den star has raised eyebrows with his latest sunny break, however, which saw the 60-year-old jetting off to his private villa in France.
Duncan has been filming at various UK destinations on behalf of the English Tourist Board, encouraging holidaymakers to take breaks in Britain in a bid to boost the UK tourist industry.
"People should be holidaying here instead of going abroad," he said as he promoted seaside town Felixstowe.
He has since sent conflicting messages through his Twitter account, informing fans of what a great time he is having in France.
"Weather is fantastic here in Mougins, kids in pool beer in hand (me with beer not kids)," the millionaire posted.
Duncan has pointed out however that he has "sacrificed some of my break (in France) to fly back to the UK to promote great British seaside towns as perfect holiday destinations in the recession."
"I'm not saying people should only holiday in Britain, but there is no doubt that people are looking for cheaper options right now and we have some really wonderful resorts here, as well as on the continent," he adds.
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