Strategic Update: New Campaigns, Strong Partnerships and Plans for ERBID3

At the ERBID Annual Update event, held at the Riviera International Centre on 14th May, stakeholders from across the English Riviera’s tourism sector came together to hear the latest updates from the English Riviera BID Company. With a packed agenda, the day focused on how we are collectively working to deliver our 2025 strategic objectives—rebuilding visitor confidence, recovering value, attracting new audiences, and driving year-round tourism.

National Marketing Campaigns Launch

A major highlight was the launch of our new national marketing campaign, developed in collaboration with marketing agency Chalk & Ward. The campaign, designed to promote the English Riviera to our core audiences, includes targeted activity aimed at families with children under 12 and couples aged 50+.

The family campaign, which launched in February, focuses on fun, play, and child-friendly attractions, targeting mid to lower-affluence families in the Birmingham and Central West region. 

The couples campaign—launching late May—targets the over 50s from Bristol, Cardiff, and South Wales. It highlights the English Riviera’s scenic landscapes, coastal walks, and excellent food offer. Both campaigns utilise digital, social, and video advertising, including TV and YouTube ads.

Events and Partnerships in the Spotlight

Phil Black from Torbay Council presented a strong calendar of events underpinned by ERBID’s continued annual investment of over £100,000. The emphasis remains on partnership-led delivery and season extension. Highlights include the English Riviera Walking Festival (June), Agatha Christie Festival (September) and England's Seafood FEAST (September - October).

Looking further ahead, the destination will host the ICF/Paddle UK Stand Up Paddle 2026 World Cup—marking the first time this prestigious international event will be held in the UK. Expected to draw elite athletes and recreational paddlers alike, this will place the English Riviera firmly on the global SUP map.

Supporting Decisions with Data

Kevin Millington from the South West Visitor Economy Hub introduced new insights from regional data tracking. Footfall analysis revealed a strong showing from nearby areas like Plymouth, East Devon, and Somerset. Business participation in sharing visitor data remains vital to future planning.

Planning for the Future: ERBID3

Finally, attention turned to the future. With strong stakeholder support, work is already underway to develop ERBID3, which would secure £3 million in destination marketing investment from 2026 to 2031. A summer 2026 ballot is planned, giving local businesses the opportunity to shape the next phase of the English Riviera’s growth.

Click here to download a reduced-size version (14.5MB) of the Powerpoint slides presented at the ERBID Annual Event 2025.