A NEW English Riviera company could take the reins of the Bay's multi-million tourism industry.

Part of its funding could come from a levy based on businesses' rateable value and the company should appoint a senior officer dedicated to tourism, it is being recommended.

The company could be run along similar lines to the Torbay Town Centres Company, which is currently balloting members about contributing a levy.

Business representatives heard that setting up a tourism business improvement district could raise at least £150,000 a year and up to £230,000.

This would be significantly more than could be raised through an optional membership scheme.

The BID levy would be on top of cash from the council, which it has pledged to continue for at least five years. This is currently £650,000 though environment commissioner Charles Uzell has warned, with the pressures facing local government, there can be no guarantee funding will continue at that level.

Consultant Carolyn Custerston, whose company drew up the strategy and who has agreed to stay on as project manager for 18 months to turn the strategy into reality, said the new company would work alongside the proposed new Torbay economic development company and be commissioned by the environment commissioner who would act as its client and contract manager.

The company would seek a 'strong, passionate, positive and experienced tourism professional' as chief executive who would run the company day to day and be the official tourism spokesman.

The industry has not had such a dedicated senior officer since former director of tourism Aviva Pearson was promoted to executive head of environment and some of the tourist board's work taken over by the council.

The report says a 'widely respected' chairman from the private sector should provide strong leadership and clarity of purpose. The chairman would be paid.

The vice-chairman would be from the public sector to 'demonstrate committed partnership working'.

The company would have 12 non-executive directors who would be professionally recruited.

An advisory panel would be co-opted to bring in additional knowledge and skills with members recruited from leading regional, national, public and private sector organisations and flagship businesses.

Tourism members wanting to be involved in the company, private businesses and associations, would be asked to sign a 'commitment to partnership' and will have one vote on key board decisions.

This is subject to the Tourism BID being accepted.

The company would co-ordinate and deliver the official marketing for the resort, try to improve what the resort has to offer visitors, deliver visitor information services, assist in resort rejuvenation, co-ordinate liaison with the industry locally, regionally and nationally, maintain one central accommodation database and carry out annual industry surveys.

Torbay Council would continue to deliver and develop tourism facilities such as beach management, signs, local public transport, licensing, parking, toilets, parks and gardens.

It is also recommended the English Riviera link up with Visit Devon which would position the resort as a key tourism player in Devon.

Feedback is being sought on the draft. To see the findings see the tourist board website www.englishriviera. co.uk