The English Riviera's tourism industry has received a significant boost with the news that the ERBID Company has secured a third term in its Business Improvement District (BID) initiative. This vote of confidence from local businesses and the tourism sector is a testament to the company's effective marketing and promotional efforts, which have been instrumental in showcasing the region's natural beauty and economic potential. The ERBID Company, with its board directors, including myself, has been a driving force in marketing the English Riviera, securing millions of pounds in funding for destination marketing. This has resulted in remarkable success, with the region now attracting more first-time visitors year-round and outperforming other coastal destinations. The company's partnership with Torbay Council and private sector partners has been pivotal in organizing events like the ICF SUP World Cup, which showcased the English Riviera's natural environment and Blue Economy. This collaborative approach has not only boosted the local economy but also demonstrated the importance of having a dedicated tourism company advocating for the region's interests. The ERBID3 ballot, which required a majority of at least 51% in two respects, resulted in a resounding 'Yes' vote with 77% of the votes cast and 76% of the total rateable value. This means that the ERBID Company will continue to operate for five years, securing an additional £3 million for destination marketing. This funding will enable the company to invest in professionally coordinated and branded Destination Marketing, including national advertising, which individual businesses cannot afford on their own. The ERBID Company's CEO, Carolyn Custerson, expressed her excitement about the continued support, highlighting the challenges of securing funding in a tough trading environment for the tourism and hospitality sector. She emphasized the importance of the ERBID's sustainable funding model, which allows for independent promotion and market share gains. The success of the ERBID Company's efforts is evident in the positive feedback from various stakeholders. Paddle festival organizer Brendon Prince praised the continued support, believing it will further develop the Blue Economy across the English Riviera. Torbay MP Steve Darling acknowledged the company's strategic thinking and its impact on driving visitor numbers and shaping the offer for different tourist groups. Torbay Council leader Dave Thomas celebrated the ERBID3 approval, emphasizing the value of partnership working and the potential for more marketing, events, and regeneration. The ERBID Company's success is a testament to its effective marketing strategies and its ability to unite local businesses and stakeholders behind a shared vision. As the English Riviera continues to thrive, the ERBID Company's role in promoting and showcasing the region's unique attractions will undoubtedly remain crucial.
