Cornwall's tourism industry has formed an independent alliance to manage destination promotion after Visit Cornwall collapsed last autumn. The Cornwall Visitor Alliance is a not-for-profit company created after 11 months of consultation across the hospitality and tourism sectors. Five founding directors have been appointed, all based in Cornwall and working directly in tourism.
Katie Warren, chair of the alliance and founder of Fixer Property & Management, 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 organisation will be funded through membership, partnerships and commercial activity, with no reliance on public sector support. The Visit Cornwall brand, which reverted to Cornwall Council when the previous organisation entered administration, is expected to continue as the consumer-facing marketing brand under a licence agreement being finalised with the council.
Tim Fryer has been appointed commercial director. Fryer, who led the project since April, said: "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."
The other founding directors are Laura Plum, marketing and communications director at St Austell Brewery; Veryan Palmer, family director at Headland Hotel; Andy Jasper, chief executive of Eden Project; and Patrick Langmaid, managing director of Mother Ivey's Bay Holiday Park.
A launch event is planned for early autumn, when membership options and an initial marketing programme will be announced. Cllr Sarah Preece, Cornwall Council's cabinet member for tourism, said the alliance marked "an important milestone following months of productive collaboration".
Cornwall Tourism Alliance Formed After Visit Cornwall Collapse