Tourism Strategy

Turning The Tide For Tourism

Turning the Tide for Tourism in Torbay

The publication of Turning the Tide for Tourism in Torbay strategy and its adoption by Torbay Council in September 2009 was the start of an exciting journey to offer real support to the hard-pressed English Riviera tourism industry.

The English Riviera is a major UK destination and, despite challenging times, remains the 4th largest resort in terms of numbers employed across the sector. It is also Torbay’s major industry. We are working to ensure that we modernise, improve standards, play to our strengths, promote widely and adopt the latest technology. The natural beauty of the Bay is truly spectacular and visitors will come if our offering matches the very latest visitor needs and aspirations. Everyone working together as Team English Riviera can achieve this.

Over 300 local tourism businesses are now working with the English Riviera Tourism Company as Promotional Partners, with the ERTC now responsible for taking the lead on marketing the English Riviera. As you will see throughout this prospectus, delivery of the plan is off to a really good start and it is wonderful that many of our tourism professionals are now working together to great effect.

Figures for 2011 indicate that the tide has indeed started to turn in the resort’s favour and a really encouraging 1% rise in visitor numbers is predicted for this first full year, in the face of unprecedented economic turbulence. Team English Riviera are punching well above their weight in the ‘battle of the resorts‘ and are now exceptionally well prepared to attract a wealth of new visitors in 2012.

A Plan that Everyone Can Support

What's Been Achieved So Far?

  • Launched a fabulous new destination web site
  • Given a new look to the official English Riviera Guide
  • Modernised provision of visitor information
  • Created a new royalty free image library
  • Launched four spectacular new destination videos
  • Secured over £2 million worth of PR coverage
  • Launched a new Agatha Christie Literary Trail
  • Launched a new programme of Geopark Discovery Packages
  • Launched the new 'Welcome English Riviera' Customer Service Course

Tourism Facts

  • Tourism is worth £450 million to the Torbay economy annually
  • Over 3 million people visit the English Riviera every year
  • Tourism provides 13,000 jobs for Torbay
  • This represents 21% of the population of Torbay

Key Objectives
This strategy has three key objectives at its core:

  • To arrest the decline in visitor numbers and spend
  • To increase the value of tourism to the Torbay economy
  • To reposition the English Riviera as a leading and inspirational UK destination

Download Turning The Tide For Tourism In Torbay Strategy 2010-2015

Donwload the Action Plan.pdf

Download the Evidence_Base.pdf

Download the Executive Summary.pdf



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