Tourism leaders in Cornwall have formed a new organisation to support the county's visitor economy after the loss of its official tourism board.
The Cornwall Visitor Alliance will operate as an independent, not-for-profit company. Its aims include marketing Cornwall to visitors, representing businesses and building strategic partnerships.
The move follows the liquidation of Visit Cornwall last autumn, which prompted tourism sector members to develop this 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."
The alliance said it planned to keep using the name "Visit Cornwall" as the county's consumer-facing destination marketing brand. However, the brand's licence and assets reverted to Cornwall Council when the previous 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 has five volunteer founding directors based in Cornwall: Laura Plum from St Austell Brewery, Veryan Palmer from the Headland Hotel, Andy Jasper from the Eden Project, Patrick Langmaid from Mother Ivey's Bay Holiday Park, and Katie Warren from Fixer Property and Management.
They were part of a wider steering group chosen by Cornwall Council and led by Preece after Visit Cornwall went into administration. The group met regularly over the past 11 months and also included VisitBritain, Visit Isles of Scilly, the Cornwall Association of Tourist Attractions (CATA), business improvement districts (BIDs), and town and local councils, leaders said.
Tim Fryer, the new alliance's commercial director, said the organisation would set out its plans, 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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Cornwall Tourism Leaders Launch New Visitor Alliance