The English Riviera's tourism industry has received a significant boost, thanks to a recent vote of confidence from the businesses it serves. This development is particularly intriguing, especially given the context of a new event that put the Bay on the national and global stage. The 2026 ICF World Cup English Riviera and Paddle UK Super Festival, organized by world record paddle boarder Brendon Prince, was a resounding success. It brought a welcome economic boost and showcased the region's natural environment and Blue Economy.
What makes this story even more fascinating is the role of the English Riviera BID Company (ERBID). For the past six years, ERBID has been marketing the resort on behalf of the tourism and hospitality sector, and the results have been remarkable. The company has spent millions of pounds promoting the English Riviera, and the support from businesses has been overwhelming. The ERBID3 Ballot, which required a majority of at least 51% in two respects, resulted in a resounding 'Yes' vote with 77% by number of votes and 76% by total rateable value.
This vote of confidence is crucial for the future of the English Riviera's tourism industry. It allows ERBID to continue its work, promoting the region and attracting visitors year-round. The £3 million secured will be used to invest in professionally coordinated and branded Destination Marketing, including national advertising, which individual businesses cannot afford on their own. This funding will help the English Riviera compete effectively and gain market share.
The success of the paddle festival and the ERBID3 Ballot demonstrate the power of collaboration and shared vision. By working together, organizations can achieve great things, and the English Riviera is no exception. The region's coastline is one of its greatest assets, and by investing in watersports, events, health, wellbeing, and sustainable coastal experiences, new opportunities can be created for local businesses. The English Riviera is poised to become the UK's leading destination for blue space, adventure, and coastal wellbeing.
In my opinion, this story highlights the importance of destination marketing and the impact it can have on a region's economy. It also demonstrates the value of collaboration and the power of shared vision. The English Riviera's success is a testament to the hard work and dedication of the ERBID team, and it's a story worth celebrating. Perhaps, now that the future is secure, Carolyn Custerson and the ERBID team can finally get a good night's sleep!
