Destination Management Plan

Background

Working in partnership with the ERBID Company the English Riviera Destination Management Plan (DMP) 2022-2030 replaces the previous DMP (2017-2021) and sets out the new vision and objectives, markets for growth, development themes, management, delivery model and action plan to take the destination forward. It’s time to refresh and reposition the English Riviera as the UK’s premier holiday resort of the future, with a vibrant arts and cultural offer for our visitors to enjoy; where our built and natural environment is celebrated and where we play our part in addressing the climate change emergency. The DMP is aligned to the Torbay Story and sets out the key interventions that will help propel the English Riviera forward. The Plan isn’t everything that can and will happen but includes proposals which will shift the destination into a higher gear, that build on the inherent strengths and reflect market trends and opportunities and helps achieve a more sustainable and resilient destination.

Purpose

The Destination Management Group (DMG) has a critical role in bringing the different organisations and tourism businesses together to create an integrated collaborative approach to development, marketing and sustainable management of the English Riviera.

To take the DMP forward, the DMG will continue to have a joined-up approach working in partnership for the destination with the shared vision to develop the English Riviera’s visitor economy and collectively drive the DMP forward; making best use of resources, working together in partnership and attracting further investment where needed to deliver the DMP's objectives and vision statement (below):

The DMP runs from 2022-2030, it is a policy framework document that sits under the Torbay Economic Growth Strategy 2022-2030, the objectives for the life of the plan are: 

• Recover – return to 2019 spend and visitor levels by 202
• Grow – achieve and additional £75m of tourism spend and 1,500 new FTE jobs by 203
• Rebalance – more sustainable visits, with 40% of visits from October to March (currently 35%)

 These objectives will be achieved by:

•  Attracting new and existing visitor markets and an improved reputation and profile for the destination
• New product investment and development of the existing offer
• Better destination management and visitor welcome (and resident satisfaction)
• Clear delivery arrangements.

By working in partnership and maximising linkages between partners including the ERBID Company who are responsible for leading on the marketing of the resort, the DMG works to achieve the Plan’s outcomes through a series of targeted actions, tasks and priorities. Lead partner organisations will hold responsibility for developing and implementing focused and measurable plans to achieve their lead action/task of responsibility. Working collaboratively, the DMG are the custodians of the destination setting out how we can respond to challenges facing industry and responding to and influencing government policy. The DMG will take a collective role to identify new funding sources for tourism, working together with industry to support the growth of the visitor economy. The DMG and Torbay Place Group Board are aligned, strengthening the collective voice to develop destination and the visitor economy.

Carolyn Custerson (Chief Executive of the ERBID Company) is currently chair of the DMG. A DMP Focus Group is proposed to invite interested Levy Paying businesses to get more involved with the DMP. Please contact us if you would like more information.