A new independent organisation has been set up to champion Cornwall’s visitor economy. The Cornwall Visitor Alliance is a not-for-profit company that will lead destination management for the county.
It follows the closure of Visit Cornwall in autumn 2025. Representatives from across Cornwall’s tourism, hospitality and wider visitor economy have worked together to develop the new body through extensive consultation with businesses and stakeholders.
The alliance aims to bring businesses, partners and communities together to strengthen Cornwall’s visitor economy, support sustainable year-round growth and give the sector a clear and influential voice. Its priorities include destination marketing and management, business representation, research and insight, strategic partnerships and advocacy.
Cornwall Visitor Alliance is the business-to-business proposition. 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 assets, including the website, reverted to Cornwall Council when the organisation went into administration.
Five Cornwall-based volunteer founding directors have been appointed to help launch the alliance. They are Katie Warren of Fixer Property and Management, Laura Plum of St Austell Brewery, Veryan Palmer of Headland Hotel, Patrick Langmaid of Mother Ivey's Bay Holiday Park and Andy Jasper of the Eden Project.
These directors were part of the wider Steering Group selected by Cornwall Council and led by Councillor Sarah Preece, Cabinet Member for Tourism, after Visit Cornwall went into administration. The group met regularly over the last 11 months and included VisitBritain, Visit Isles of Scilly, Cornwall Association of Tourist Attractions, the food and drink sector, BIDs, town and local councils, as well as other consultees.
Katie Warren, Chair of Cornwall Visitor Alliance, said: “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.
“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. 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."
In addition to the founding directors, Tim Fryer, who has been project lead since April this year, has been appointed commercial director. He brings more than 20 years’ experience leading travel, hospitality and commercial businesses, with expertise in destination marketing, business growth, strategic partnerships and visitor experience.
He 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 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.”
Councillor Sarah Preece 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.”
Tourism Leaders Create New Alliance After Visit Cornwall Collapse