Welcome to the English Riviera BID (ERBID)
Destination Marketing has a vital part to play in influencing where people visit, with research confirming that it is the ‘destination’ that is decided upon first, followed by decisions relating to where to stay and what to do.
In 2016 Torbay’s tourism industry faced a cliff edge with local council funding to support tourism promotion withdrawn as part of austerity measures.
The response by local tourism businesses was to set up the English Riviera Business Improvement District (ERBID) as a mechanism to secure sustainable funds for 5 years, to promote the area. A ballot was held and a positive vote was secured. As a result, in January 2017, the English Riviera BID Company was established representing 1000+ eligible businesses, who now pay an annual levy and raise £500k per annuum to promote the area. Without the ERBID there will be no money available to promote the area
The current English Riviera Business Improvement District will operate for 5 years, finishing on the 31st December 2021, with the option to renew for a further 5 years. A renewal ballot will be held in the summer of 2021.
Key Objectives of the ERBID Business Plan are:
- To protect and grow the year-round value and volume of Torbay’s tourism industry
- To maximise sustainable funds to invest in professionally coordinated regional, national and international promotion
- To support the tourism sector in maximising turnover and profits
The 2019 Marketing Plan includes advertising in London at Waterloo Station for the first time (see video above) in addition to a number of other complementary online and offline marketing activities including ITV. These targeted activities are to raise our profile and reach a wider audience.
Tourism is vitally important to Torbay providing 18% of total employment (compared to 5% nationally) and generating in excess of £400 million revenue for the local economy.
This website is the B2B platform where we post information about the work of the Company.
There is no doubt that Tourism will continue to shape the future of Torbay and continued Destination Marketing will prove crucial if we are to protect and grow our market share.