Tourism Businesses Back Another Five Years of Destination Marketing for the English Riviera

Yesterday (29 June 2026), the result of the ERBID3 ballot was officially announced, securing a strong mandate from tourism and hospitality businesses to continue investing in the future of the English Riviera.

The announcement was made by Anne-Marie Bond, Chief Executive of Torbay Council, acting as Returning Officer, confirming a positive result for ERBID3 and paving the way for a further five years of destination marketing from 1 January 2027.

A total of 404 votes were cast in the ballot. To be successful, ERBID3 required a majority of at least 51% both by the number of votes cast and by total rateable value. The final result exceeded those requirements significantly, achieving 76% support by number of votes and 76% support by total rateable value.

The outcome reflects a clear commitment from local tourism and hospitality businesses to continue investing collectively in the promotion of the English Riviera at a time when the tourism sector continues to face economic pressures, rising operating costs and increasing competition from destinations across the UK and overseas.

Through ERBID3, businesses have secured another five years of professionally coordinated destination marketing and a further £3 million of ring-fenced investment dedicated exclusively to promoting the English Riviera brand and driving visitor demand.

This continued investment is vital in helping the destination remain visible, relevant and competitive in an increasingly crowded marketplace. By working together through the BID model, tourism and hospitality businesses can achieve a scale and consistency of marketing that would be difficult to deliver individually.

Chris Hart, Chair of the ERBID Company, welcomed the result:

“I am delighted with the outcome of the ballot. Professionally coordinated Destination Marketing is crucial for us to remain a destination of choice and to compete effectively. As a result of securing ERBID3, our tourism and hospitality businesses have ring-fenced a further £3 million to continue promoting the English Riviera brand and all that we offer worldwide. Thank you for your continued support.”

The successful ballot provides certainty for the future of destination marketing across the English Riviera and demonstrates the confidence local businesses have in a collective approach to attracting visitors, supporting the local economy and strengthening the area's tourism sector.

The ERBID3 term will officially begin on 1 January 2027 and will continue for five years.

For more information about ERBID3, visit www.englishriviera.co.uk/bid/erbid3