A new independent tourism organisation has been created to replace the now defunct Visit Cornwall.
The Cornwall Visitor Alliance has been set up as an independent, not-for-profit company to lead the next chapter of destination management for the county.
It comes almost a year after Visit Cornwall went into voluntary liquidation, which was blamed on "insurmountable financial problems".
The new organisation aims to be industry-led and financially sustainable.
A spokesperson for the Cornwall Visitor Alliance said it will "bring businesses, partners and communities together to strengthen Cornwall's visitor economy, support sustainable year-round growth and ensure the sector has a clear and influential voice".
They said its priorities, similar to Visit Cornwall's priorities, will include "destination marketing and management", business representation", "research and insight", "strategic partnerships and advocacy".
Cornwall Visitor Alliance will be the organisation's business-to-business proposition, while the established Visit Cornwall brand is intended to continue as the county's consumer-facing destination marketing brand.
The licence of the Visit Cornwall brand, and its respective assets, including the website, reverted back to the owner, Cornwall Council, when the organisation was placed into administration.
Katie Warren, chair of Cornwall Visitor Alliance, said: "Tourism is woven into the fabric of Cornwall's economy and communities, supporting thousands of businesses and livelihoods.
"As the industry navigates rising costs, changing visitor behaviour and increasing pressures on local communities, the visitor economy needs strong, independent leadership and a voice that represents businesses from across Cornwall.
"The creation of Cornwall Visitor Alliance marks the move from consultation and planning into delivery."
Ms Warren is one of five Cornwall-based volunteer founding directors appointed to help formally launch Cornwall Visitor Alliance.
The directors are Katie Warren (chair), founder of Fixer Property & Management and representing Cornwall Self-Catering Collective; Laura Plum (vice chair), marketing and communications director of St Austell Brewery and representing South West Tourism Alliance; Veryan Palmer, family director of Headland Hotel and representing Cornwall Hospitality Collective; Andy Jasper, CEO of Eden Project, and representing South West Tourism Alliance; Patrick Langmaid, managing director of Mother Ivey's Bay Holiday Park and the chair of HARPA Cornwall (Holiday and Residential Parks Association).
In addition to the founding directors, Tim Fryer has been appointed as commercial director of Cornwall Visitor Alliance.
Ms Warren added: "Our ambition is to build an organisation that businesses genuinely feel belongs to them, one that listens, represents their interests and brings the sector together around a shared vision for Cornwall.
"By working collaboratively, we can help ensure Cornwall remains a brilliant place to visit, while also being a great place to live, work and build a business. Our role will be to unite businesses and partners, strengthen Cornwall's destination offer and ensure the visitor economy is represented in the decisions that shape its future.
"We have created a financially sustainable model, funded through membership, partnerships and commercial activity, with no reliance on the public sector. We are also 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.
"We're grateful to Cornwall Council for playing an active role in supporting the private sector's ambition, and incredibly grateful for the voluntary hours given by many business owners and professionals across the county."
Mr Fryer added: "Cornwall Visitor Alliance will be a constructive but independent voice. 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.
"There is a great deal to do, but there is also considerable energy and commitment across the industry. We now have an opportunity to build a resilient, collaborative organisation that creates lasting value for Cornwall's businesses, communities and visitors."
Cornwall Visitor Alliance Created to Replace Visit Cornwall