Torbay tourism strategy aims to cement English Riviera as UK’s top holiday resort
The new destination management plan aims to make the most of Torbay's assets and attract higher-value visitors throughout the year, supporting thousands of jobs and bringing money into the economy.
A new tourism strategy will help Torbay cement its position as the UK’s leading holiday resort, councillors have been told.
Members of Torbay Council’s cabinet gave a unanimous thumbs-up to the new destination management plan which sets out ways in which the English Riviera can make the most of its assets.
And councillors heard that the tourist landscape was changing.
Cllr Darren Cowell (Ind, Shiphay) said more could be done to cash in the ‘sports tourism’ boom which was worth billions of pounds across the country. He recalled the days of successful cricket and hockey festivals in Torbay and said the strategy should do more to encourage similar events.
But Cllr Nick Bye (Con, Wellswood) said times had changed, and people came to Torbay to walk the coast path, go to the theatre and eat in its restaurants.
“I wouldn’t go on holiday to play cricket or hockey,” he said. “I’d ask for a note from Matron to be excused those things!
“We need to look to the future and not hark back. This report is about doing things differently.”
He said the coast path had been as busy as the M25 in summer, and said the strategy was ‘here to put Torbay’s coastline and marine environment at the centre of a sustainable visitor offer’.
He went on: “I believe we are the premier resort. Our eating places are second to none, and we have hugely successful festivals.”
In 2024 tourism contributed nearly £430million in local spend and supported 5,624 full-time equivalent jobs. However, post-pandemic recovery remains uneven and overall visitor numbers have not fully stabilized.
The strategy targets higher-value, longer-staying visitors rather than increasing peak-summer volume.
Cllr Jackie Thomas (Con, Kings Ash) the cabinet member for tourism and events, said the holiday trade supported thousands of jobs and brought money into the economy.
“This is about making Torbay an even better place to live, work and visit,” she added. “We want to be recognised as the UK’s premier coastal destination, attracting visitors throughout the year.
“The tourism market is changing, and visitors have more choice than ever before. We need to encourage people to stay longer, spend more money and visit outside the main holiday season.
“We’re all proud of Torbay, so let’s go out and sell it. By working together we can achieve something very special.”