Culture makes Torbay a better place to live, work and visit. It matters to you and it matters to us. Explore the projects we work on together; discover opportunities for you to get involved; and find out about the long lasting impact.
We are working with our partners to re-position Torbay as a year-round, popular tourism destination by developing a shared cultural narrative and tools which integrate culture into place marketing and branding.
In 2017, Torbay adopted a new, five-year Destination Management Plan. Torbay’s tourism industry is already worth £450m and provides 21% of our jobs. Yet the Destination Management Plan highlights an over-reliance on repeat visits (87%) and a sharp drop off in visits outside of peak season. Cultural tourists are a key new market but we must address the gap between what people want and what they expect to find in Torbay. Two thirds of non-visitors seek heritage, history and culture, but only half think they’ll find it here.
In addition, the long awaited South Devon Highway opened in 2016, halving travel time from the M5 to Torbay and transforming access to the Bay for visitors and businesses. The new road will only deliver its estimated £1billion impact to the area if we work together.
The Destination Management Plan focuses on market growth and an increased profile for Torbay as a quality destination, with an emphasis on partnership working, product development (including cultural tourism products) and communications. It aims to develop the destination, the visitor experience, local businesses and employee skills.
We will work with partners to deliver the key initiatives defined in years 1-3 of the Destination Management Plan and the Great Place Scheme, namely:
The Destination Management project will deliver:
Our lead strategic partner in this project is the English Riviera BID Company. The Destination Management Group will bring together all stakeholders with a responsibility for Torbay as a visitor destination and will be co-ordinated by TDA.
Our Destination Management work is supported by the National Lottery through Arts Council England and the Heritage Lottery Fund, as part of Torbay's Great Place Scheme.
The outline timescales for this project are:
October - November 2017: Develop initial cultural content for new English Riviera website and launch the new site www.englishriviera.co.uk (complete)
December 2017 - onwards: Continue to develop the cultural content on English Riviera website (underway)
February - May 2018: Appoint Destination Management Group co-ordinator and form the Group (underway)
May - August 2018: Commission first new cultural tourism products.
August 2018: Review progress to date and plan next steps.