The English Riviera's tourism industry is riding a wave of success, thanks to a recent vote of confidence from local businesses. This vote, known as the ERBID3 Ballot, secured a crucial five-year funding extension for the English Riviera Business Improvement District (ERBID) Company, a marketing powerhouse representing the region's tourism and hospitality sector.
The ERBID Company has been a driving force in promoting the English Riviera, working in partnership with Torbay Council and private sector players to support events like the ICF World Cup English Riviera and Paddle UK Super Festival. This festival, organized by world record paddle boarder Brendon Prince, showcased the region's natural beauty and economic potential, attracting a significant boost in visitors and revenue.
The ERBID Company's efforts have been nothing short of remarkable. Over the last six years, they've invested millions in marketing the English Riviera, resulting in impressive success. This includes securing a majority 'Yes' vote in the ERBID3 Ballot, with 310 votes out of 404 cast, and a substantial 77% majority by the number of votes and 76% by total rateable value.
This funding will enable the ERBID Company to continue its vital work, promoting the English Riviera brand and attracting visitors year-round. CEO Carolyn Custerson emphasizes the challenge of securing promotion funds in a tough economic climate, but the ERBID model provides a sustainable solution. With £3 million secured for the next five years, the company can invest in professionally coordinated destination marketing, including national advertising, which individual businesses cannot afford alone.
The impact of this continued support is already evident. The English Riviera is gaining market share, outperforming other destinations, and attracting more first-time visitors. The region's Blue Economy is thriving, with investments in watersports, events, health, and sustainable coastal experiences. This collaborative approach, as praised by paddle festival organizer Brendon Prince, is key to the English Riviera's success and its position as a leading destination for blue space, adventure, and coastal wellbeing.
The ERBID Company's success has not gone unnoticed. Torbay MP Steve Darling highlights their strategic thinking and visitor attraction expertise, while ERBID board member Martin Brook expresses pride in the company's achievements. Even Torbay Council Lib Dem leader Swithin Long, initially fearful of the result, acknowledges the importance of continued marketing during challenging times.
The English Riviera's tourism industry is a testament to the power of collaboration and strategic marketing. With the ERBID Company's renewed mandate, the region is poised to continue its upward trajectory, attracting visitors and boosting the local economy. As Carolyn Custerson and her team prepare for the next five years, the English Riviera's future looks bright, and the wave of success is set to continue.
