Business, residents and communities are invited to share their views on a new Destination Management Plan that will help shape the future of tourism in Torbay.
The Plan sets out a long-term vision to help Torbay grow as the UK’s premier coastal destination. It focuses on supporting local businesses, improving visitor experiences and making sure tourism benefits both residents and the wider community. Your views will help shape the final version of the Plan before it is officially approved.
The draft Plan covers the period 2026 - 2036 and has been developed following months of engagement with local businesses and industry stakeholders across Torbay’s tourism and hospitality sector. It puts a stronger focus on working together and sets out clear priorities for future investment and development.
To elevate Torbay and the English Riviera into a vibrant, year-round destination that celebrates its unique cultural heritage and stunning natural landscapes, while championing sustainability. We will provide enriching experiences that engage visitors and empower the local industry, fostering a thriving and resilient tourism sector that benefits all.
Priority 1: Driving leadership, governance, and collaboration. Establishing clear roles and responsibilities among all destination stakeholders.
Priority 2: Having a clear narrative – one voice, one vision. Developing a cohesive narrative that brings Torbay's visitor economy together to connect with the aspirations of the Torbay Story, positioning the visitor economy as a key driver.
Priority 3: Making data-powered decisions – unlocking insights for success. Establishing clear Key Performance Indicators (KPIs) to monitor tourism performance and visitor satisfaction. Gathering feedback and providing insights that will help tailor services and marketing strategies effectively.
Priority 4: Elevating visitor experience and innovating products. Focusing on product development and year-round events.
Priority 5: Paving the way for sustainability. Implementing eco-friendly initiatives to protect Torbay's natural assets while promoting sustainable tourism practices among local businesses.
Priority 6: Empowering talent - workforce development and training. Investing in skills development and career pathways to raise aspirations, change perceptions of tourism and hospitality careers. Working with education providers and local businesses to deliver industry‑relevant training that will strengthen workforce skills, improve service quality, support business resilience, and enhance the overall visitor experience.
Priority 7: Destination ready - strengthening infrastructure and accessibility. Prioritising investment in the revitalisation of public spaces, natural assets, and town centres and collaborating with local transport providers to improve connections and strengthen Torbay’s welcoming, inclusive and accessible environment.
Delivery of the Plan will be based on a shared ownership model. While Torbay Council will provide strategic leadership and act as a facilitator and enabler, delivery will be led collectively by businesses, partners and stakeholders working within their own roles and areas of influence. This approach reflects the need for a more coordinated and collaborative model, ensuring that responsibilities are clear and that activity across the destination is aligned.
A key part of this approach is the establishment of the Visitor Economy Cluster (VEC), a business-led partnership bringing together representative stakeholders across the visitor economy. The VEC will oversee the delivery of the Destination Management Plan, coordinate activity, share insight and provide a unified voice for the sector. The Chair of the VEC will represent the visitor economy within wider governance structures, including the Place Leadership Board and the Devon and Torbay Business Advisory Group, ensuring alignment with broader economic and place-based priorities.
You can read the full Destination Management Plan here
To share your views on the Destination Management Plan, complete our short online survey: link to MS form
The consultation is open from 9am on 22 July and will close at 9am on 2 September 2026. We will review all feedback and consider it when deciding the final plan.
If you have any questions about this consultation or the draft plan, please email economyteam@torbay.gov.uk