Visit Great Yarmouth/Greater Yarmouth Tourism and Business Improvement Area Ltd is the tourism and business improvement district (BID) and Destination Management Organisation for the borough of Great Yarmouth. The BID aims to raise the profile of Greater Yarmouth as a destination. highlighting the unique and differentiated offer of the area as a whole. Ultimately the BID aims to bring more visitors to the area, increase spend and drive more business to local traders. GYTABIA is an independent, private sector led, not-for-profit limited company funded by a levy based on the rateable value of the eligible businesses in the BID area. Over five years, more than £2.4million will be invested in Greater Yarmouth to increase the number of people coming to the area, to ensure they stay longer, explore further, spend more in local shops and come back again and again.