Building Cornwall's Future Destination Organisation

Following the closure of Visit Cornwall CIC, Cornwall Council convened a Steering Group of industry representatives to help determine the future of destination management in Cornwall and oversee the development of a new destination organisation. To support this process, independent sector research was commissioned alongside a programme of industry engagement designed to understand both the challenges facing Cornwall's visitor economy and the role a future organisation should play.

This work included:

• A review of the former Visit Cornwall operating model, including engagement with previous staff, contractors and stakeholders to identify strengths, weaknesses and lessons learned for the future

• Independent sector research and analysis

• An industry-wide survey

• A Visitor Economy Sector Summit, convened by Cornwall Council and hosted by Eden project

• Industry roundtables and workshops

• Stakeholder and partner discussions

• Steering Group workshops and model development sessions

Together, these activities have helped shape the recommendations now being taken forward.

You asked. We listened. We're delivering.

Over the last six months, businesses, industry groups, Cornwall Council, community representatives and partner organisations have helped shape the future of destination management in Cornwall.

One message came through clearly:

Cornwall needs a strong, sustainable and representative destination organisation. The challenge was not simply replacing what existed before, but creating something stronger, more transparent and fit for the future.

The recommendations now being taken forward are the direct result of that process.

---

What We Heard

Across all stages of engagement, several themes consistently emerged:

• Cornwall needs a single organisation capable of providing leadership, coordination and advocacy for the visitor economy.

• Destination marketing remains important, but it cannot be the organisation's only role.

• Trust, transparency and accountability must be at the heart of any future model.

• Businesses want clear value and meaningful representation.

• The future organisation must support both businesses and communities.

• Long-term sustainable funding is essential.

• Cornwall needs a stronger voice nationally and regionally.

• The organisation should coordinate activity and add value, not duplicate existing work.

We also heard clear lessons from the past:

• Decision-making needs to be more visible.

• Governance needs to be broader and more representative.

• Funding needs to be more resilient.

• The organisation must demonstrate value and communicate regularly.

---

What We're Doing

Following this work, the Steering Group has agreed a clear direction of travel.

The recommendation is to establish a new independent Destination Management Organisation (DMO) that will:

• Lead destination marketing and Brand Cornwall activity

• Represent and advocate for the visitor economy

• Deliver research, insight and visitor intelligence

• Support destination management and development

• Build commercial partnerships and investment opportunities

• Help support a more sustainable, year-round visitor economy

Alongside this, the Cornwall & Isles Of Scilly Visitor Economy Partnership (VEP) will bring together public, private and community partners to provide wider strategic leadership and collaboration across the sector.

---

Creating a Sustainable Funding Model

The recommendation is to launch an initial membership-based model that can be implemented quickly and begin generating income, engagement and industry ownership.

This model will:

• Allow participation from individual businesses

• Support sector and cluster representation where appropriate

• Be supported by commercial partnerships and sponsorship opportunities

At the same time, work will begin to explore the feasibility of a future Cornwall-wide Business Improvement District (BID).

The Steering Group believes a BID has the potential to provide the strongest long-term funding solution, allowing greater investment in destination marketing, destination management and industry support. However, this would take time to develop and require significant research, engagement and planning.

The membership model therefore provides a practical route to establish the organisation while longer-term funding options are explored.

---

Why This Is Different

The aim is not to recreate previous structures.

The future organisation is being built around five core principles:

1. Transparency

Open communication, clear reporting and visible decision-making.

2. Representation

Broad involvement from across Cornwall's visitor economy, communities and partner organisations.

3. Collaboration

Working with existing organisations and networks rather than competing with them.

4. Visitor Economy Growth

Helping Cornwall attract visitors, support local businesses and grow a sustainable year-round visitor economy.

5. Sustainable Funding

Building a resilient mix of membership, commercial income and future long-term funding opportunities.

---

What Happens Next

The focus now shifts from recommendation to delivery.

Summer 2026

• Strengthen interim marketing and communications activity

• Appoint marketing support for Visit Cornwall channels

• Expand the Marketing & Communications Sub-Committee

• Develop membership and commercial models

• Progress governance and organisational design

Autumn 2026

• Establish the new organisation

• Recruit board members through an open process

• Launch membership and partnership opportunities

• Progress asset transfer arrangements

2027

• Fully operational DMO

• Active membership and partnership programme

• Stronger industry representation

• Coordinated destination marketing

• Long-term funding pathway in development

---

The Message from the Sector Was Clear

You asked for:

• Stronger leadership

• Greater transparency

• Better representation

• Sustainable funding

• A long-term plan

Those foundations are now being put in place.

The work is far from finished, but Cornwall is now moving from discussion and planning to building an organisation designed to support the visitor economy for many years to come.

You asked. We listened. We are delivering. Together we are building a stronger, more sustainable future for Cornwall's visitor economy.