New tourism organisation launches following collapse of Visit Cornwall

Tourism bosses have formed an alliance to help market the county to visitors

A new tourist organisation has been established to help champion Cornwall’s visitor economy. The creation of Cornwall Visitor Alliance follows the the liquidation of Visit Cornwall – the county’s official tourist board – last year.

The alliance is a not-for-profit that was developed by bosses from Cornwall’s tourism and hospitality hospitality sector, and will be an “influential voice” for tourism in the Duchy, according to those behind it.

The organisation will focus on business-to-business activities including destination marketing and management, business representation, research and insight, strategic partnerships and advocacy, it said.

It is understood the organisation will use the term ‘Visit Cornwall’ for consumer-facing marketing. But the licence of the Visit Cornwall brand, and its respective assets, including the website, reverted back to owner Cornwall Council when the 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 Cornwall-based volunteer founding directors have been appointed to help launch Cornwall Visitor Alliance including: 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 headed up the project since April, has also been appointed as 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.”

Cornwall Visitor 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.”