Torbay 'to claim home of British Paddleboarding' title
Tourism bosses hope the area can become synonymous with the sport
In the same way Newquay is known for surfing, Torbay wants to be known for Stand Up Paddleboarding.
It's the UK's fastest-growing sport, and tourism bosses want to eventually offer a renowned selection of different routes and launch sites.
The newly stated ambition also aims to make sure hotels are 'board friendly' - without people needing to leave expensive equipment on car roofs overnight for example - while ensuring all those taking part are safe on the water and given appropriate information.
Carolyn Custerson is chief exec of the English Riviera BID Company, who said: "We are going to claim it because we do have the best location.
"We've got SUP board launch locations right the way around the 22 mile bay so you could hold events, pending tides and winds, in different locations from Brixham to Babbacombe and there's not many destinations in the UK that have that flexibility.
"It fits so well with our on-the-water marketing campaign that we're trying to build up around our 'Naturally Inspiring' branding
"It ticks a lot of boxes for us and is attracting lots of new visitors," she added.
The idea is backed by multiple world record holder Brendon Prince, who circumnavigated mainland Britain on a paddleboard to raise awareness of water safety and his Above Water charity which works in schools to educate youngsters.
After paddling around all of the UK's 'coast competition' to 'own the sport' Brendon recommended building a 'SUP home' in Torbay.
Last year a new world leading joint governing body for paddleboarding was backed by Sport England - which sees Surf England the newly rebranded Paddle UK taking joint ownership for developing the sport
Ms Custerson says Paddle UK were 'very impressed' by the Torbay plans at a meeting recently to outline the vision
In September the English Riviera SUP Championships will take place and it's hoped the sport can continue to be grown.