A new industry-led alliance has been launched to support and promote Cornwall's visitor economy.
The Cornwall Visitor Alliance (CVA) is an independent, not-for-profit organisation that aims to provide long-term leadership and collaboration across the tourism sector. It was formed after Visit Cornwall closed in autumn 2025.
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."
The CVA will focus on destination marketing and management, business representation, research and insight, strategic partnerships, and advocacy. It will operate as the sector's business-to-business body, while the Visit Cornwall brand will continue as the county's consumer-facing destination marketing identity.
Five Cornwall-based volunteer founding directors have been appointed to lead the alliance: Katie Warren (chair), Laura Plum (vice chair), Veryan Palmer, Andy Jasper, and Patrick Langmaid. Tim Fryer, who has served as project lead since April, has been named commercial director.
Katie said: "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. 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."
Tim Fryer, commercial director of CVA, described the alliance as a "constructive but independent voice."
Cllr 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."
Further details about membership, strategic partnerships and the CVA's formal launch event will be announced in the coming weeks.
New Alliance Launches to Support Cornwall’s Tourism Sector