Building Cornwall's Future Destination Organisation

Sep 2026 Press Release

New industry-led alliance launches to champion Cornwall’s visitor economy

A new independent organisation has been established to champion Cornwall’s visitor economy, one of the region’s most important industries, and provide long-term leadership, representation and collaboration across the sector.

The Cornwall Visitor Alliance has been created as an independent, not-for-profit company to lead the next chapter of destination management for the county.

Following the closure of Visit Cornwall in autumn 2025, representatives from across Cornwall’s tourism, hospitality and wider visitor economy have worked together to develop a new organisation that is industry-led and financially sustainable.

Developed through extensive consultation with businesses and stakeholders, Cornwall Visitor Alliance will bring businesses, partners and communities together to strengthen Cornwall's visitor economy, support sustainable year-round growth and ensure the sector has a clear and influential voice. Its priorities will include destination marketing and management, business representation, research and insight, strategic partnerships and advocacy.

Cornwall Visitor Alliance is the organisation’s 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 respective assets, including the website, reverted back to the owner, Cornwall Council, when the organisation was placed into administration.

Five Cornwall-based volunteer Founding Directors have been appointed to help formally launch Cornwall Visitor Alliance, each bringing extensive experience from working directly within the tourism sector:

• Katie Warren (Chair), Founder, Fixer Property & Management and representing Cornwall Self-Catering Collective

• Laura Plum (Vice Chair), Marketing & Communications Director, St Austell Brewery and representing South West Tourism Alliance

• Veryan Palmer, Family Director, Headland Hotel and representing Cornwall Hospitality Collective

• Andy Jasper, CEO, Eden Project, and representing South West Tourism Alliance

• Patrick Langmaid, Managing Director, Mother Ivey's Bay Holiday Park and the Chair of HARPA Cornwall (Holiday and Residential Parks Association)

These Directors were part of the wider Steering Group selected by Cornwall Council and led by Councillor Sarah Preece, Cabinet Member for Tourism, in the wake of Visit Cornwall going into administration. The group, which met regularly over the last 11 months, included a wide variety of members, including VisitBritain, Visit Isles of Scilly, Cornwall Association of Tourist Attractions (CATA), the food and drink sector, BIDs, Town and Local Councils, as well as consultation with many others.

In addition to the Founding Directors, Tim Fryer, who has been undertaking the role of Project Lead since April this year, has been appointed as Commercial Director of Cornwall Visitor Alliance. Tim brings more than 20 years’ experience leading travel, hospitality and commercial businesses, with particular expertise in destination marketing, business growth, strategic partnerships and visitor experience.

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.

“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. 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.

“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. We’re grateful to Cornwall Council for playing an active role in supporting the private sector’s ambition, and incredibly grateful for the voluntary hours given by many business owners and professionals across the county.”

Tim Fryer, Commercial Director, Cornwall Visitor Alliance, 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.

“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.”

Tim added: “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, 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.”

Further information about membership opportunities, strategic partnerships and Cornwall Visitor Alliance's formal launch event will be announced in the coming weeks. Following the launch, recruitment will open for additional directors to help guide the organisation's future development.

ENDS

August 2026

Over the past six months, Cornwall Council has worked closely with representatives from across Cornwall's visitor economy to understand what businesses, organisations and stakeholders want from the future of destination management in Cornwall. Through extensive industry engagement, stakeholder consultation and the Visitor Economy Summit (hosted in January 2026 with almost 200 representatives from the sector), a clear message emerged. The extensive engagement process has pointed to the creation of a new organisation that is independent, industry-led, financially sustainable and focused on providing strategic leadership & marketing for Cornwall's visitor economy.

Using the recommendations, insights and evidence gathered throughout this engagement, the next phase of the project is now underway.

Establishing and launching the Cornwall Visitor Alliance

An interim Founding Board – endorsed by the Steering Group - has now been established and has approved the creation of the Cornwall Visitor Alliance, a new independent, not-for-profit Company Limited by Guarantee that will become Cornwall's Destination Management Organisation (DMO).

The organisation has been established to:

• Provide strategic independent leadership for Cornwall's visitor economy.
• Represent and support businesses across the tourism, hospitality and visitor economy sectors.
• Lead destination management and destination marketing activity for Cornwall.
• Strengthen collaboration between businesses, communities, education providers and the public sector.
• Promote Cornwall as a high-quality, sustainable, year-round visitor destination.
• Develop commercial opportunities and partnerships that support long-term financial sustainability.

The plan is for the well-established Visit Cornwall brand to continue as Cornwall's consumer-facing destination marketing brand and to be operated by the Cornwall Visitor Alliance (under licence from Cornwall Council).

A sustainable funding model

The Cornwall Visitor Alliance has been designed to become financially sustainable through a combination of:

• Membership subscriptions
• Strategic Partner investment
• Commercial income
• National opportunities through VisitEngland and other partners
• Exploring the long-term feasibility of a county-wide Tourism Business Improvement District (TBID), subject to further research, consultation and industry support.

This approach reduces long-term reliance on public sector funding while creating a resilient organisation capable of delivering long-term benefits for Cornwall's visitor economy.

Membership and Strategic Partnerships are more than simply supporting a new organisation, they represent an investment in Cornwall's visitor economy and its future, helping to create stronger leadership, increased collaboration and a sustainable destination for businesses, communities and visitors alike.

Developing Cornwall's Local Visitor Economy Partnership (LVEP)

Alongside the establishment of The Cornwall Visitor Alliance, Cornwall Council is continuing to work with Ian Sandison, Chair of the Cornwall Visitor Economy Partnership, to establish Cornwall's Local Visitor Economy Partnership (LVEP).

The LVEP forms part of VisitEngland's national programme to strengthen destination leadership across England. It brings together local authorities, businesses, public agencies, education providers and other strategic partners to provide a coordinated approach to the long-term development of Cornwall's visitor economy.

While the Cornwall Visitor Alliance will be responsible for delivering destination marketing and industry support & advocacy, the LVEP will provide the wider strategic partnership that aligns priorities, supports investment and ensures Cornwall has a strong voice within the national visitor economy framework.

Together, these two complementary organisations will provide the leadership, collaboration and coordination needed to support Cornwall's visitor economy over the coming years.

What happens next?

The focus over the coming months is on establishing the organisation and beginning delivery.

By the end of the year, our aim is to have:

• Recruited an independent board of Directors with a broad range of skills, experience and representation from across Cornwall's visitor economy.
• Completed the establishment of Cornwall Visitor Alliance Ltd as an independent organisation.
• Welcomed the first Members and Strategic Partners - secured investment from businesses and organisations committed to Cornwall's long-term visitor economy success.
• Delivered autumn and winter destination marketing campaigns.
• Progressed Cornwall's Visitor Economy Partnership towards formal LVEP status and Visit England recognition.
• Commenced delivery of the Founding Business Plan and priority destination management activities.

We would like to thank everyone who has contributed their time, expertise and ideas throughout this process. The enthusiasm and commitment shown by businesses and partners across Cornwall has been invaluable in shaping the future of destination management for the county.

Further information about The Cornwall Visitor Alliance, membership opportunities and the launch of the new organisation will be shared over the coming weeks.

Frequently Asked Questions

Why is a new Destination Management Organisation being created?

Following the closure of Visit Cornwall CIC, Cornwall Council worked with businesses and stakeholders across Cornwall to review the future of destination management. Extensive engagement identified the need for a new organisation that is independent, industry-led, financially sustainable and focused on providing long-term leadership for Cornwall's visitor economy.

What is the Cornwall Visitor Alliance?

The Cornwall Visitor Alliance is Cornwall's new independent Destination Management Organisation (DMO). Established as a not-for-profit Company Limited by Guarantee, it will provide strategic leadership, destination marketing, destination management, business support, research, advocacy and partnership development for Cornwall's visitor economy.

Who are the Founding Directors?

An interim Founding Board has been appointed to oversee the establishment of Cornwall Visitor Alliance Ltd, including incorporation, governance, membership development and recruitment of the permanent Board of Directors.

The Founding Directors are:

• Andy Jasper
• Katie Warren
• Patrick Langmaid
• Laura Plum
• Veryan Palmer

The Founding Board is supported by Tim Fryer, who is coordinating the establishment of the new organisation.

How is The Cornwall Visitor Alliance different from the previous Visit Cornwall?

The Cornwall Visitor Alliance has been designed using recommendations from businesses and stakeholders across Cornwall. While continuing to promote Cornwall as a leading visitor destination, it will operate with a clearer purpose, a simplified operating model, stronger governance and a more sustainable approach to delivering long-term value for Cornwall's visitor economy.

Key differences include:

• A clearer purpose – A lean organisation focused on destination marketing, sector advocacy, research and insight, and commercial growth. With a clearly defined remit, the Cornwall Visitor Alliance will champion Cornwall's visitor economy, represent industry interests and create opportunities that deliver long-term value for businesses and communities.
• Independent and industry-led – Representing the visitor economy while working collaboratively with public sector partners.
• A sustainable funding model – Built on accessible membership, strategic partnerships and commercial income and the long-term ambition of a county-wide BID.
• Stronger governance – An independent, skills-based and representative Board supported by transparent decision-making.
• A clear plan for delivery – Defined objectives, measurable outcomes and regular Board oversight to ensure the organisation remains focused, accountable and financially sustainable for the long-term.

What is the relationship between the Cornwall Visitor Alliance and Visit Cornwall?

Cornwall Visitor Alliance Ltd is the legal organisation responsible for destination management, industry support and business leadership.

The aim is for Visit Cornwall to continue as Cornwall's consumer-facing destination marketing brand, which will be operated by Cornwall Visitor Alliance under licence from Cornwall Council (application in progress).

Why isn't Cornwall Visitor Alliance acquiring the Visit Cornwall brand?

The Visit Cornwall brand is an established and valuable asset owned by Cornwall Council. Rather than investing resources in purchasing or creating a new consumer brand, The new DMO plans to operate Visit Cornwall under licence, ensuring continuity and allowing investment to focus on supporting Cornwall's visitor economy.

Will The Cornwall Visitor Alliance pay to use the Visit Cornwall brand?

The Cornwall Visitor Alliance plan to operate the Visit Cornwall brand will be under a formal licence agreement with Cornwall Council. The terms of that agreement are currently being finalised.

What is an LVEP?

The Local Visitor Economy Partnership (LVEP) is Cornwall's strategic visitor economy partnership, recognised by VisitEngland as part of its national programme.

It brings together organisations that help shape Cornwall's visitor economy, including local authorities, transport providers, heritage and cultural organisations, environmental bodies, economic partners and the DMO.

What is the relationship between the Cornwall Visitor Alliance and the Local Visitor Economy Partnership (LVEP)?

The Cornwall Visitor Alliance and the LVEP have complementary but different roles.

The Cornwall Visitor Alliance is responsible for destination marketing, industry representation, advocacy, research and insight, and creating opportunities that support Cornwall's visitor economy.

The LVEP is the strategic partnership recognised through VisitEngland's national programme, bringing together local authorities, businesses, public agencies and other partners to coordinate long-term priorities and investment across Cornwall's visitor economy.

Together, the two organisations will work collaboratively to support sustainable growth and provide strong leadership for Cornwall.

How will The Cornwall Visitor Alliance be funded?

The organisation has been designed around a diversified funding model, including:

• Membership subscriptions
• Strategic Partner investment
• Commercial income
• National opportunities through VisitEngland and other partners
• Exploring the long-term feasibility of a county-wide Tourism Business Improvement District (TBID), subject to further research, consultation and industry support.

This approach provides greater financial resilience and supports the organisation's long-term sustainability.

Will the Founding Business Plan be published?

The Founding Business Plan has been developed to support the establishment of The Cornwall Visitor Alliance. The Board will determine what information is published as the organisation becomes operational, ensuring members and stakeholders are kept informed about its priorities, objectives and progress.

How can I get involved?

Businesses, organisations and individuals will be able to support The Visitor Cornwall Alliance in a number of ways, including:

• Becoming a Member.
• Becoming a Strategic Partner.
• Applying to become a Director or serve on future advisory groups.
• Participating in events, networking and collaborative initiatives.
• Helping shape the future direction of Cornwall's visitor economy.
• Further information on membership and opportunities to get involved will be announced shortly.

What happens next?

Over the coming months, The Cornwall Visitor Alliance will:

• Complete its incorporation as an independent organisation.
• Launch its membership programme.
• Recruit a permanent Board of Directors.
• Develop strategic partnerships.
• Deliver autumn and winter destination marketing campaigns.
• Begin delivery of its Founding Business Plan.

When will membership open?

Membership is expected to open during Autumn 2026, with details of membership levels, benefits and joining arrangements announced ahead of the official launch.

June 2026

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.