A new tourist organisation has been set up to support Cornwall's visitor economy. The Cornwall Visitor Alliance was created after Visit Cornwall, the county's official tourist board, went into liquidation last year.
The alliance is a not-for-profit developed by leaders from Cornwall's tourism and hospitality sector. Those behind it say it will be an "influential voice" for tourism in the Duchy.
The organisation said it will focus on business-to-business activities, including destination marketing and management, business representation, research and insight, strategic partnerships and advocacy.
It is understood the organisation will use the name "Visit Cornwall" for consumer-facing marketing. However, the licence for the Visit Cornwall brand and its assets, including the website, reverted to Cornwall Council when the previous organisation collapsed in 2025.
Councillor Sarah Preece, Cornwall Council's cabinet member for tourism, said: "We have reached an important milestone following months of productive collaboration between the council, private sector partners, and key stakeholders across our visitor economy.
"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."
Five volunteer founding directors from Cornwall have been appointed to help launch the alliance. They are: chair Katie Warren, founder of Fixer Property and Management; vice chair Laura Plum, marketing and communications director of St Austell Brewery; Veryan Palmer, family director of Headland Hotel; Andy Jasper, chief executive of Eden Project; and Patrick Langmaid, managing director of Mother Ivey's Bay Holiday Park.
Tim Fryer, who has led the project since April, has also been appointed commercial director.
"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," said Ms Warren.
"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."
The alliance is funded through membership, partnerships and commercial activity, with no reliance on the public sector, it said.
"Cornwall Visitor Alliance will be a constructive but independent voice," added Mr Fryer. "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.
"Immediately following a launch event in the early autumn, we will set out details of membership options and strategic partnerships, alongside our plans and initial programme of marketing campaign activity."
Cornwall Visitor Alliance Launches After Visit Cornwall Collapse