By ERBID Board Director and Food & Drink Specialist, Kelly Widley

The English Riviera has long been known for its stunning coastline, harbour views and timeless seaside charm.  But something important is shifting.

Food and drink is no longer simply something visitors enjoy while they’re here.  Increasingly, it’s influencing where they choose to go in the first place.

The English Riviera isn’t just a seaside destination — it’s a working food landscape.  Brixham remains one of England’s leading fishing ports, with seafood landed daily and served in harbour-side restaurants just metres from where it arrives. That authenticity matters.

In an era where travellers value provenance, sustainability and story, destinations with genuine food heritage have a clear advantage. And the English Riviera has that in abundance.

The Data Behind the Shift

The trend is backed by compelling data. Research from VisitBritain shows that around 40% of inbound visitors say food and drink influences their choice of destination.  VisitEngland data highlights that short breaks of two to three nights now dominate domestic tourism. At the same time, travellers are prioritising experiences over possessions.

Put simply: food is becoming a powerful travel driver.

From Dining to Doing

This shift isn’t just about what’s on the plate — it’s about participation.

Visitors increasingly want to:

• Experience chef-led tasting menus
• Take part in seafood masterclasses
• Hear the stories behind local produce
• Attend intimate culinary events

They don’t just want to eat. They want to engage.

The English Riviera is perfectly positioned to meet this demand because its food story is real — not manufactured.

Owning a Culinary Identity

Events like England’s Seafood FEAST do more than showcase the region’s restaurants. They help define and reinforce a distinct destination identity.

Just as Yorkshire champions its local produce (even its tea!) and Scotland owns whisky, the English Riviera is building recognition as England’s Seafood Coast.

This positioning is powerful — both commercially and strategically.

The Opportunity for Accommodation Providers

If food is influencing destination choice, it should be central to how we market.

Instead of leading with “comfortable rooms in a great location,” imagine leading with: “Stay here for the best seafood weekend in England.”

Accommodation providers play a crucial role in the booking journey. They are uniquely placed to package and promote food-led experiences — from tasting menus to festival-linked stays.

This approach doesn’t just enhance the guest experience. It can also support stronger pricing, longer stays and increased repeat visits.

Food as a Solution to Seasonality

Food also offers a compelling reason to visit beyond the peak summer months.

Think:

• Autumn seafood weekends
• Chef’s table events
• Wine and dine retreats

Experience-led travel helps drive demand during the shoulder seasons, supporting a more sustainable, year-round visitor economy.

A Final Thought

The English Riviera has something many destinations would love:

• A genuine food story — in fact, we have lots!
• A working fishing heritage
• Harbour dining experiences that simply can’t be replicated

The opportunity now is simple: to market this with confidence.

Because in today’s tourism landscape, we don’t just sell rooms. We sell reasons to visit.

And food might just be our strongest reason of all.