‘We are clawing it back’: ERBID powers English Riviera’s tourism revival

Images: Poppy Jakes Photography 

The English Riviera Business Improvement District Company is sponsoring the Tourism Company of the Year category in the Torbay Weekly Naturally Inspiring Business Awards.

As the official destination marketing organisation for the English Riviera, the ERBID Company is best placed to champion businesses that support Torbay’s vital visitor economy.

Chief executive Carolyn Custerson said: “There are so many incredible tourism and hospitality businesses operating across the English Riviera and the business awards give everyone a great opportunity to showcase what they are doing and celebrate success and we are delighted to sponsor the Tourism Award.”

On Wednesday, May 14, the ERBID held its annual industry update, bringing together tourism partners to share insights and outline strategic plans. At the event, held at the Riviera International Centre in Torquay, the ERBID also introduced its new marketing agency, Exeter-based firm Chalk and Ward.

In his opening remarks, ERBID chair Chris Hart addressed the fallout from the cryptosporidium outbreak in Brixham last year.

“The coverage was alarmist, it was inaccurate, and it had a devastating effect,” said Mr Hart. “It set not only the businesses in Brixham and Kingswear back but also businesses right across the Bay and wider Devon.”

A media audit revealed the global reach of coverage on the incident was an estimated 38 billion views. “There are only eight billion people on Earth,” Mr Hart said.

In response, the ERBID Company secured a £1.2 million settlement from South West Water — believed to be a UK first for a destination marketing organisation. It has since launched a new national recovery marketing campaign, including two television adverts.

Ms Custerson said the ERBID’s key strategic aims now include: rebuilding visitor confidence following the water crisis; attracting new audiences while retaining loyal ones; positioning the English Riviera as a year-round destination; recovering visitor spend, which has been affected by economic pressures; and expanding the Agatha Christie legacy and UNESCO Global Geopark brand.

“Visitor growth is starting to show through again. Confidence leads to recommendations, and that’s critical,” Ms Custerson said. “We also need to continue extending the season. February used to be very quiet but is now so much busier. You can see the extension happening in October, November, and December too.”

The ERBID’s current marketing strategy is a recovery-focused plan targeting the English Riviera’s two core market audiences: families and couples, particularly couples over the age of 50. But these traditional markets are evolving.

Ms Custerson said: “We’re seeing more multicultural, extended families and ‘cultural couples’ who want to get underneath the skin of a place.’’ 

Accessibility also emerged as a growing issue, as the 2024 English Riviera Visitor Survey identified 16 per cent of respondents as having access needs – up from nine per cent in the Devon-wide data. If the English Riviera doesn’t meet accessibility requirements, entire groups may choose to holiday elsewhere.

Ms Custerson emphasised how well positioned the English Riviera is to serve a diverse range of additional markets. The ERBID is also targeting groups, business events, cruise tourism and international audiences.

She said: “Covid cost us £420 million in lost business, which combined with the loss from crypto means we’ve lost £460 million worth of visitor economy in the last five years. 

“It’s a lot to claw back but we are doing it. We are making inroads and we are being seen at all the major meeting exhibitions and conference events.”

A new business tourism forum, led by Becky Davies of Torbay Council, is also working with Torbay's hotel operators to develop the area as a conference destination.

The ERBID is also part of an exciting new Visit Britain campaign called Starring GB. There is huge growth in domestic and international tourists wanting to visit media, film, and TV locations. With the English Riviera’s connection to Agatha Christie and the major film The Salt Path coming out at the end of May, the ERBID sees huge opportunity.

Ms Custerson also described the international student market as “the young actives of the future” and said the ERBID is in discussions with language school operators to encourage more students to come to the Bay.

The ERBID’s television marketing campaign — developed with Chalk and Ward — is already seeing results. The “Escape Your Everyday” campaign contrasts visitors' daily monotony with the excitement of the English Riviera.

Pippa Craddock, chair of the ERBID marketing focus group, said: “We have really developed a great working relationship in a short space of time, but most importantly, we are seeing some great results.”

The families campaign, launched on February 17, focuses on mid to lower-affluence families from Birmingham and the West Midlands  —  areas identified as key target geographies. It has already generated 10.5 million impressions and a 5.6 per cent increase in consideration for an English Riviera holiday.

A couples campaign, launching on May 26, will focus on scenery, walks and delicious food — targeting mid to higher-affluence couples. It includes coverage on Sky and other platforms and will feature the South West in its planning.

Additional projects include a new promotional video of Brixham and its Pirate Festival, a photography competition and some influencer-led content for social media. Chalk and Ward is also working on a specific campaign targeting TripAdvisor. Postcode analysis has already shown increased bookings from areas including Wolverhampton and Nottingham. The English Riviera website is seeing longer dwell time, and visitor information centre footfall is at a three-year high.

Ms Custerson said: “One of my proudest moments in this job was when we won gold in the tourism awards for the best visitor information service. It’s a huge achievement.”

The ERBID invests £100,000 each year to assist in event development, including the English Riviera Airshow and Bay of Lights, and newer additions like the South West Sardine Festival and 2026 ICF Stand Up Paddling World Cup. The company also has a contingency for seed funding.

The ERBID has also seen national PR success through its collaboration with Four Marketing Agency, aiming to arrest negative media coverage. Over the past year, the English Riviera has achieved nearly 180 pieces of high-impact media coverage, including features in The Guardian and The Sun.

Four has launched a new ambassador programme, encouraging local businesses to share unique, newsworthy stories — including the UK’s first solar-heated caravan and new accessible tourism offers. The programme is open to tourism and hospitality BID levy payers.

The ERBID has also co-founded the South West Visitor Economy Data Hub (www.swvehub.co.uk), giving businesses access to real-time insights on tourism performance and visitor behaviour.

Social media engagement has increased by 15 per cent since January, with a record 1.2 million views in one week on a single post about Splashdown. 

The current ERBID term — its second — will run until December 31, 2026. A recent mid-term survey indicated that there is currently strong support for a third BID term.

Ms Custerson said: “We’ve got your interests at heart. All of us unanimously as a board and company absolutely believe in the English Riviera brand. I am feeling as much positivity as I’ve ever felt in the 15 years I’ve been associated in my different roles.”