What we do
Visit Cornwall is the Tourist Board for Cornwall. We’re the tourism sector’s greatest advocate. We sing Cornwall’s praises as a visitor destination on an international stage and, through our website, visitcornwall.com, provide Cornwall’s shop window to the world. But we're more than a destination marketing organisation, we also champion and support tourism businesses. You could say we're a company of two connected halves.
Here's an insight into what we do to both attract visitors and support the industry.
visitcornwall.com is the number one tourism website for Cornwall. It has picked up a string of top awards and achieved phenomenal year-on-year growth of 20%+. Visitor figures are hitting way over 3.5 million annually, it ranks highly for many online searches, both Cornwall and general travel related, and most importantly, it provides invaluable referrals to our members.
Our reach and penetration across social media continues to grow, providing a valuable opportunity to engage with new audiences, link our marketing activities, and harness the positive advocacy of our visitors both past and present. We’re active across all the main social media platforms and roll out creative campaigns to inspire conversations and sow the ‘I must visit Cornwall’ seed.
With a database in excess of 270,000 recipients, email marketing is a core activity for Visit Cornwall. We manage an extensive schedule of email communications which are designed to inspire, drive visits and add voice to our thematic campaigns. Unique open rates regularly exceed 20% boosting traffic for our email advertisers and encouraging readers to targeted areas of our website.
Film and TV relations
Visit Cornwall is the first port of call for many production companies filming in Cornwall. We help with locations, arranging permissions, cast and crew accommodation, guides, story suggestions and are well practiced at tracking down weird and wonderful interviewees and characters. We’ve lent a hand to the Poldark and Rosamunde Pilcher productions and have hosted film crews from around the world.
PR and media relations
Press trips are our forte at Visit Cornwall. There’s nothing we love more than showing off Cornwall and inviting journalists to experience it for themselves. Our PR activity involves a constant whirl of pitching, planning and hosting, and more often than not coverage achieved is the result of weeks, sometimes months, of careful relationship building with editors and journalists. We’ve always got our ear to ground for the next big story and crafting targeted content to get Cornwall talked about in all the right places
We use fresh and engaging content to entice visitors to our website year-round and at every stage of planning a holiday. From ‘10 to try’ to what’s on diaries and insider guides, the blog is one of the most popular sections of our website. Views are reaching more than 9,000 per blog and the content is being shared far and wide by media and partners.
Despite the digital takeover brochures remain an important part of the holiday planning process so much so that our 2017 Cornwall Guide has an initial print run of 75,000 and that’s just to kick things off. It is distributed direct to consumers through national brochure advertising campaigns and in Tourist Information Centers throughout the UK.
We also produce the much-loved guide to dog-friendly beaches and partner up with CATA and the Great Gardens of Cornwall on the attractions and gardens maps respectively.
Visitor information service
We commission Truro Tourist Information Centre to operate a busy telephone and email visitor information service on our behalf.
Champion and supporter of the tourism industry
Research, market intelligence and data
Knowing who your customers are, what they want, and how they travel is the first step to attracting them and keeping them happy. Research is the cornerstone of successful business so we commission regular research which is available free of charge to tourism businesses. More info.
Providing there’s a suitable fit all of our marketing activity (outlined above) is available for businesses to get involved in, in fact it relies on it. We wouldn’t be able to do what we do without your involvement so our activity is always planned with your needs in mind as well as those of our visitors.
Lobbying and representation
We’re not just about all the fun stuff; we’re also serious about making a difference and getting Cornwall’s voice heard. Our Chief Executive, Malcolm Bell, is a highly regarded tourism spokesperson and seen by the media as the go-to representative for destination Cornwall. We don’t shy away from controversial issues and can be counted on to give an honest and frank account of tourism challenges, whether that’s the impact of school holiday rules, the dominance of Online Travel Agents (OTAs) or unnecessary legislation.
Projects to support the future of tourism
Visit Cornwall has been instrumental in spearheading innovative campaigns to facilitate a sustainable future for the tourism industry. Fairbooking/Book Direct and Expert Grow are just a couple of examples of initiatives that we have supported. We are proud to dedicate time and resource to Cornwall’s sustainability; we’re as passionate about Cornwall’s future as we are about its present.