Brixham tourism revival follows £1.2 million funding after water parasite outbreak

In May 2024, a cryptosporidium outbreak in Brixham, South Devon, led to approximately 100 confirmed cases of gastrointestinal illness. The incident received extensive negative media coverage, with about 3,500 reports circulating globally, significantly damaging the reputation of Brixham and the surrounding English Riviera. Local businesses reported losses amounting to £34 million in bookings during the outbreak, alongside an estimated £6 million in future bookings that were also lost. This unprecedented situation prompted South West Water (SWW) to intervene, establishing a Destination Marketing Recovery Fund to support local tourism and businesses affected by the crisis. South West Water pledged a total of £1.2 million to foster recovery and repair the reputational harm inflicted on the area. Business leaders, such as Chris Hart, chairman of the English Riviera BID Company, championed the need for such funding, noting the critical damage to local businesses from the outbreak. A substantial portion of the funds is earmarked for a national television advertising campaign, which aims to reshape perceptions of Brixham and promote its attractions effectively. With one advertisement already in production, the focus is on highlighting the area’s beauty and the positive experiences it offers to potential visitors. Alex Foley, who manages the Guardhouse Café, expressed optimism that the funding would open doors to new marketing opportunities previously considered unaffordable. Increased exposure through television advertising is seen as essential for reaching a broader audience and enticing potential tourists back to the area. Additionally, Linda Lowe, owner of Brookside Guesthouse, underscored the urgency of a prompt advertising strategy to mitigate the reputational damage and reestablish community confidence. The emphasis is on portraying Brixham as a vibrant, attractive destination that underscores its stunning landscapes and hospitality. Beyond immediate marketing initiatives, a legacy project amounting to £250,000 will be developed in collaboration with the local Chamber of Commerce, reinforcing long-term strategies for sustainable tourism in Brixham. South West Water emphasized their commitment to supporting the community, signifying the importance of collaborative approaches that not only address the fallout from the outbreak but also fortify local businesses against future challenges. The road ahead will focus on effectively communicating the recovery efforts and showcasing the region’s potential to re-attract visitors.