Carolyn Custerson: 'Why tourism in Torbay needs a BID now and in the future'

Twelve years ago, Torbay’s £500 million per annum tourism and hospitality sector faced a critical challenge.

Public funding for promoting the English Riviera had been withdrawn, leaving a £600,000 annual gap for professionally coordinated destination marketing. As a tourism consultant, I was commissioned to work with the sector to find a sustainable solution.

Tourism and hospitality are the backbone of Torbay’s economy, with over 1,300 businesses across Torquay, Paignton, and Brixham, employing more than 12,000 people and attracting over four million visitors annually. The English Riviera remains one of the UK’s premier resorts, despite the challenges brought by COVID-19, which significantly impacted visitor numbers and spending. The passion and resilience of local businesses have been remarkable.

In my research, I discovered that Business Improvement Districts (BIDs) were being adopted elsewhere to tackle similar funding challenges. BIDs are business-led partnerships created through a ballot process to deliver additional services beyond statutory council provisions. The key advantage is their five-year term, with a renewal ballot required for continuation. To pass, over 51% of eligible businesses must vote in favour, both by number and total rateable value. Strong local support was evident in the most recent ERBID2 ballot (2022-2026), where over 70% voted in favour.

Overseen by national BID legislation, there are now over 300 BIDs in the UK, including only four Tourism BIDs: Bournemouth, Great Yarmouth, Isle of Wight, and the English Riviera BID (ERBID). Our eligible businesses identified national advertising as their priority for investment, which the ERBID levy directly funds. Currently, the levy is 1.95% for businesses with a rateable value exceeding £3,000 per annum, and the next ballot in 2026 will seek to secure a further £3 million for destination marketing (2027-2031).

ERBID2: Delivering Success

ERBID2 has successfully secured over £4 million for marketing the English Riviera. Recent efforts include a new national campaign, made possible by a Marketing Recovery Grant from South West Water following the negative media impact of the 2024 Cryptosporidium outbreak. Multi-channel advertising, including TV commercials, are being produced to target both the family and the couples' markets, with early results showing a positive impact.

Other key projects include managing the official English Riviera website, which attracts over a million visitors annually, and securing positive national media coverage through a professional PR agency. Additionally, ERBID funds the year-round Visitor Information Centre on Torquay Harbourside. None of these initiatives would be possible without the ERBID levy.

Strong Governance and Partnerships

The ERBID Company, which oversees these efforts, benefits from a strong board of experienced non-executive directors and a supportive chairman, Chris Hart, MD of Wollens. The board meets monthly to ensure strategic alignment and accountability.

Collaboration is essential to ERBID’s success. Through a new Event Development Partnership, ERBID invests over £100,000 annually in partnership with Torbay Council to expand events. A notable success is the Bay of Lights, which attracted national media attention and boosted visitor numbers. ERBID also works closely with Visit England, and I serve as a director of Visit Devon. We are active in the Devon & Partners Local Visitor Economy Partnership and engage with the government (DCMS) through the Great South West Tourism Partnership. These connections amplify our regional and national influence.

Staying Competitive in a Changing Market

Our primary focus remains on destination marketing and recovering visitor numbers and spending. Coastal destinations across the UK have not yet returned to pre-COVID levels, and competition from overseas holidays is stronger than ever. Continued investment in marketing is crucial to maintaining the English Riviera’s competitive edge.

Despite these challenges, the English Riviera remains a strong and recognizable brand, attracting millions of holidaymakers annually. The trend of UK staycations and short breaks is expected to continue, benefiting our region. Our unique natural environment—20 miles of coastline, beautiful beaches, and UNESCO Global Geopark status—sets us apart. We also boast more major attractions, including the country’s largest water park, than any other UK resort.

A Thriving Hospitality Scene

Torbay’s food and drink offerings are another key draw. With exceptional fresh seafood landed at Brixham Fish Market, the region is fast gaining a reputation for culinary excellence. Investment in new branded hotels demonstrates confidence in both the English Riviera brand and ERBID’s ability to deliver a sustainable future for tourism.

Securing the Future with ERBID3

The establishment of a Business Improvement District has provided significant advantages for the English Riviera. With continued business support, ERBID3 (2027-2031) could secure long-term funding to professionally and effectively promote the area for years to come. A thriving tourism economy benefits all of Torbay, reinforcing its status as one of the UK’s leading coastal destinations.