What’s Next for Cornwall’s Tourism? Visit Cornwall Marks 10 Years Without Government Funding

This month, Visit Cornwall celebrates ten years since becoming a Community Interest Company (CiC), marking a decade of supporting the region’s visitor economy without core funding from the government or local authority.

Instead, the organisation has relied on the support of members and partners, including Great Western Railway (GWR), to promote Cornwall on both national and international stages, driving tourism and supporting local businesses throughout the year.

Championing Cornwall Through Change

Over the past decade, Visit Cornwall has played a key role in keeping the region’s visitor economy resilient, especially during challenges like the COVID-19 pandemic and wider economic uncertainty. As the main body responsible for Cornwall’s tourism brand, it has connected visitors to businesses, gathered vital industry data, and given the sector a voice at regional and national levels.

A core part of its work has focused on destination marketing, with the Visit Cornwall website attracting over 30 million visitors in ten years, leading to direct bookings and increased visibility for members. In addition, its social media channels and email newsletters reach over half a million potential visitors, sharing stories, updates, and promotional content year-round.

Bringing Cornwall to the World

From travel trade shows and sales missions aimed at attracting overseas visitors to seasonal campaigns showcasing Cornwall outside the summer peak, Visit Cornwall has expanded its focus beyond traditional tourism models.

International visitors, who typically spend more and travel outside of peak periods, have become an important part of the organisation’s long-term vision for a sustainable tourism model. To support this, Visit Cornwall has hosted familiarisation visits for global tour operators and the media, giving them a chance to experience the region first-hand.

The organisation also delivers workshops, events, and networking opportunities for businesses, and shares industry insights through data collection and its Business Barometer.

National Recognition

In 2023, Cornwall and the Isles of Scilly became one of the first areas in England to receive Local Visitor Economy Partnership (LVEP) status. This recognition means Cornwall now has better access to skills development programmes and strategic support. LVEPs are part of the UK Government’s response to the 2021 de Bois Review, which called for more strategic destination management across England.

Patricia Yates, CEO of VisitBritain/VisitEngland, said:

“It’s fantastic to see Visit Cornwall thriving in its 10th year as a Community Interest Company, as it marks a decade of collaboration with businesses, industry stakeholders, and the wider community to develop and promote the region’s fantastic visitor offer, both here and internationally, supporting jobs, businesses, and the regional economy.

“As one of VisitEngland’s first Local Visitor Economy Partnerships, Visit Cornwall is playing a central role in transforming and growing the regional visitor economy, in an inclusive, accessible, and regenerative way. Its work is ensuring that Cornwall continues to be a compelling destination for both domestic and international visitors, as well as a great place to live and work, now and in the years ahead.”

“A Testament to Collaboration”

Jon Hyatt, Chair of Visit Cornwall, reflected on the journey so far:

“Reaching this ten-year milestone as a Community Interest Company is a testament to the resilience, dedication, and passion of everyone involved in Cornwall’s visitor economy. Visit Cornwall has not only survived without core public funding but has thrived, delivering real value to our members, championing our industry, and ensuring Cornwall remains a sought-after destination.

“As we look ahead, we know there will be challenges. However, if the past decade has shown us anything, it’s that we are stronger together. Through collaboration, adaptability, and a shared commitment to Cornwall’s future, we will continue to navigate whatever lies ahead. Here’s to the next chapter.”

Michael Steel, Managing Director of Visit Cornwall, added:

“Celebrating ten years as a Community Interest Company is a huge achievement and a proud moment for everyone involved in Visit Cornwall.

“A key part of that success has been our investment in digital marketing, which continues to deliver real results for our members. Our website has welcomed over 30 million visitors in the past decade, connecting people directly to local businesses and driving bookings that support jobs and communities across Cornwall.

“Alongside our digital activity, we’ve also focused on building strong relationships with the international travel trade, work that is increasingly important as we look to support our industry during the traditionally quieter months. Together, this activity is helping to create a more balanced and sustainable visitor economy for Cornwall’s future.”

Jana Sirova, outgoing Chair of the Cornwall Association of Tourist Attractions, commented:

“Best Days Out Cornwall has worked in partnership with Visit Cornwall for the past decade, playing an active role in shaping attraction marketing for the region. Through this collaboration, we’ve helped to showcase the very best visitor experiences Cornwall has to offer, ensuring the county remains a top destination. We look forward to continuing this partnership for years to come, working together to support and promote Cornwall’s thriving tourism industry.”

The Road Ahead

As Visit Cornwall enters its next chapter, its focus remains on growth, collaboration, and promoting Cornwall’s appeal throughout the year. The organisation says it owes its success to its members, partners, and the wider community—and will continue to represent their interests while highlighting all that Cornwall has to offer.

“Here’s to the next ten years and beyond,” the team says.