CHRISTMAS OFFER Subscribe to Devon Life today CLICK HERE

English Riviera Tourism Company Does Business in Berlin

PUBLISHED: 15:31 04 April 2011 | UPDATED: 19:08 20 February 2013

English Riviera Tourism Company Does Business in Berlin

English Riviera Tourism Company Does Business in Berlin

Carolyn Custerson, Chief Executive and Lydia Stone, Brand Executive for the ERTC were just two of a record 170,000 people who travelled from 94 different countries to attend ITB Berlin, the biggest travel exhibition in the world.

Carolyn Custerson, Chief Executive and Lydia Stone, Brand Executive for the ERTC were just two of a record 170,000 people who travelled from 94 different countries to attend ITB Berlin, the biggest travel exhibition in the world. Carolyn and Lydia opened the doors to important new agreements in their week-long bid to attract new business for the English Riviera.

The key purpose for attending ITB, said Carolyn, was to attract new inbound overseas tour operators to the resort through targeted promotion of the Agatha Christie legacy as a key part of the ERTCs pro-active destination marketing activity. As a result of the ERTC attending ITB, I am confident that we have provisionally secured close to one million pounds of new business over the next two to three years, which of course, is great news for the English Rivieras tourism economy.

There were over 11,000 exhibitors said Lydia, so we had significant competition from destinations from all over the world but the response to the ERTCs new Agatha Christie promotions , including the new Agatha Christie Literary Trail and the new Agatha Christie Experience for group operators was absolutely tremendous. The ERTC sought to gain maximum benefit for the English Riviera from the wide age range of people that Agatha Christie attracts, knowing that her novels are taught as part of the national curriculum in so many German speaking countries. It was great to see so many young people coming to the stand and this clearly demonstrates the long term potential in Agatha Christies Riviera and a clear desire within the German market, to visit and holiday in England.

Being part of the Visit Britain stand had a real buzz about it said Carolyn, with the ERTC stand positioned alongside some of the countries biggest destinations including London, Bath and Cornwall. It was also great to see John Penrose, the UK Minister for Tourism visiting ITB and supporting us all. With my tour operating background I have such confidence in the Agatha Christie legacy as it provides the English Riviera with a unique hook to attract more overseas visitors. The ERTC will be focusing more on overseas promotion as part of their Business Plan as insufficient emphasis has been put on marketing the English Riviera overseas in the past. We need to correct that quickly. You only have to see what new business Rosamunde Pilcher has generated for Cornwall to appreciate what the Agatha Christie legacy could do for the English Riviera. But we must all focus on the need to continually develop new and compelling tourism products and to collaboratively promote much harder.

Working effectively with the ERTCs 300 plus business partners will now be so important, said Lydia. The tour operators we met are looking to develop combined accommodation and attraction packages very quickly. Once we have the partners in place, they will be fully promoted back in Germany via the well known operators w are working with and through the significant network of 10,000 plus travel agents that operate across the country. If we get enough interest from our business partners, the ERTC will also support the key operators and invest in attending some of the largest consumer travel shows in Stuttgart, Hamburg and Munich next January. This will be in addition to hosting, in collaboration with Visit Cornwall and Visit Devon, a Travel Agents familiarisation visit to include the English Riviera later in the year.

We are definitely planning to return to ITB 2012, said Carolyn, because overseas markets such as Germany are likely to become increasingly valuable to the local economy with such overseas visitors typically staying longer. We planned carefully before we went to ITB this year to ensure that we were well prepared. Everything we took with us had been translated into German thanks to Torquay Boys' Grammar School who were a great support. We learnt a lot in Berlin and will now also be focusing on developing a new international Agatha Christie Passport that we willpromote when we return. This promotional initiative will be in addition to the hugely successful new Agatha Christie film which includes live footage and which was distributed on DVDs in Berlin. We will now consolidate the work done in Berlin and ensure that the ERTCs business partners have every opportunity to benefit from the additional business we have secured.

To visit English Riviera Tourism Company's web site click here

0 comments

More from People

Friday, December 7, 2018

Devon Life received this heartfelt letter from Mr Michael Thompson, of Torbay, which is felt particularly poignant to share with our website audience at this time of year

Read more
Wednesday, December 5, 2018

Bursting with festive inspiration, KATE WILLIAMS seeks out the best presents for a perfect Devon Christmas

Read more
Wednesday, November 28, 2018

Devon has had more than its fair share of high achievers over the years but how well do you know our county’s singers, authors, sportspeople, explorers and TV personalities? This is an edited version of a quiz compiled by MARGARET BRECKNELL in the December 2018 issue of Devon Life

Read more
Tuesday, November 27, 2018

PHILIP DALLING recalls two Exmoor legends who shared a deep love of the moor and its natural resources, and gained national fame through the media

Read more
Tuesday, November 20, 2018

In the month when we mark the 100th anniversary of the end of the First World War, STEVE ROBERTS highlights the terrible cost in human lives it inflicted on the county of Devon

Read more
Friday, November 16, 2018

Actor Tom Burke talks to JUDI SPIERS about his production of Don Carlos staged by his own theatre company Ara, in association with Exeter’s Northcott Theatre

Read more
Wednesday, November 14, 2018

In the latest in her series throughout 2018 profiling inspirational women, KATE HASKELL talks to England Women’s Cricket Captain, Heather Knight

Read more
Friday, October 26, 2018

There is more to Georgia Toffolo than an award-winning TV show, as HOLLY EELLS discovers

Read more
Friday, October 26, 2018

Striving to be the best in the world, homegrown Devon professional squash player Lyell Fuller is seeking sponsorship to help reach his goal. KATE WILLAMS finds out more

Read more
Wednesday, October 24, 2018

Tavistock Rugby Club in Devon is celebrating after being awarded a grant of £2,500 to fund private showers for referees at their Sandy Park ground, as part of rural energy provider Calor’s annual funding scheme

Read more
Tuesday, October 9, 2018

Devon’s Wilfred Emmanuel-Jones, also known as The Black Farmer, tells KATE WILLIAMS about his new book, Jeopardy, encouraging the embracing of risk to enrich life

Read more
Tuesday, October 2, 2018

As five members of Dartmoor Search and Rescue Ashburton celebrate 125 years of collective volunteering, we look back on their time with the organisation

Read more
Tuesday, September 25, 2018

CAROLYN SEAGER reveals how long after her mother’s death she discovered her amazing career in the service of her country

Read more
Tuesday, September 18, 2018

An author known for her novels depicting life on the Channel Islands is nonetheless happiest writing from home here in Devon

Read more

Newsletter Sign Up

Sign up to the following newsletters:

Sign up to receive our regular email newsletter

Our Privacy Policy



Topics of Interest

Food and Drink Directory

Subscribe or buy a mag today


subscription ad

Local Business Directory

Property Search