Tourism leaders in new alliance to boost visitors

Tourism leaders in Cornwall have set up a new organisation to champion the county's visitor economy after it lost its official tourism board.

The Cornwall Visitor Alliance said it would work as an independent, not-for-profit company to help market Cornwall to visitors, represent businesses and carry out strategic partnerships.

It comes after Visit Cornwall went into liquidation last autumn, prompting members of the tourism sector to develop the new model.

Sarah Preece, Cornwall Council's cabinet member for tourism, said: "The Cornwall Visitor Alliance company can now begin its journey as a private organisation, leading the delivery of a sustainable and thriving visitor economy for Cornwall."

According to the alliance, it was intending to continue to use the term "Visit Cornwall" as the county's consumer-facing destination marketing brand.

The brand's licence and respective assets, however, reverted back to owner Cornwall Council when the organisation went into administration.

Katie Warren, chair of the Cornwall Visitor Alliance, said the team was "finalising the Visit Cornwall licence agreement with Cornwall Council," with both organisations "committed to maintaining continuity and creating a strong platform for Cornwall's visitor economy as Cornwall Visitor Alliance moves towards its formal launch".

The alliance includes five Cornwall-based volunteer founding directors, including St Austell Brewery's Laura Plum, Headland Hotel's Veryan Palmer, the Eden Project's Andy Jasper, Mother Ivey's Bay Holiday Park's Patrick Langmaid and Fixer Property and Management's Katie Warren.

They were part of the wider steering group selected by Cornwall Council and led by Preece in the wake of Visit Cornwall going into administration.

The group, which has met regularly over the last 11 months, also included VisitBritain, Visit Isles of Scilly, Cornwall Association of Tourist Attractions (CATA), business improvement districts (BIDs), town and local councils in discussions, leaders said.

Tim Fryer, the new alliance's commercial director, said the organisation would lay out its plans, details of membership options and strategic partnerships after a launch event in the autumn.

Fryer added: "We want decisions affecting the visitor economy to be based on evidence, with businesses and stakeholders widely consulted and genuinely listened to and with a clear understanding of the impact those decisions may have on businesses, employees, communities and visitors."

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