Some firms in Torbay are fighting plans to use business rates to support a tourism promotion campaign for the Riviera.
Torbay Council is scrapping its marketing budget due to austerity cuts. A thousand accommodation providers, attractions and traders are being asked to vote for a rise to fund a replacement organisation.
But some who already pay towards a separate marketing company say its unfair.
Torbay attracted tens of thousands of visitors this weekend for its first Air Show, but there could be turbulent times on the horizon, as resorts are competing for trade.
David Schofield runs the Park Hotel on Paignton Seafront, and pays around a thousand pounds a year which includes a half page advert in the Torbay Tourism Association Brochure.
He doesn't object to two organisations promoting Torbay, but he feels he shouldn't be forced to pay for the second.
But the chairman of the bid is calling for unity across the Riviera, he wants to build on the success of the outgoing English Riviera tourism company which last year attracted one and a half million visitors to its website alone.