Cornwall Visitor Alliance launches to lead tourism next chapter

Cornwall has gone without a single organisation fronting its tourism industry since Visit Cornwall closed last autumn. That gap is now being filled. A new independent, industry-led body has been formally created to take on the job, built by the businesses it will represent rather than the public sector.

A new organisation for the visitor economy

The Cornwall Visitor Alliance has been set up as an independent, not-for-profit company to lead the next phase 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 spent months working together on a replacement that is industry-led and financially self-sufficient, developed through what the organisation describes as extensive consultation with businesses and stakeholders.

Its stated priorities cover destination marketing and management, business representation, research and insight, strategic partnerships and advocacy. The aim is to bring businesses, partners and communities together to support sustainable, year-round growth and give the sector a clear, influential voice.

Cornwall Visitor Alliance is being positioned as the industry’s business-to-business arm. The Visit Cornwall brand itself will carry on as the county’s consumer-facing destination marketing name. Its licence, website and other assets reverted to owner Cornwall Council when the previous organisation went into administration, and a new licence agreement is currently being finalised between the two.

Five Founding Directors

Five Cornwall-based volunteer Founding Directors have been appointed to formally launch the organisation, each drawn from within the tourism sector itself:

• Katie Warren (Chair), founder of Fixer Property & Management, representing Cornwall Self-Catering Collective
• Laura Plum (Vice Chair), Marketing & Communications Director at St Austell Brewery, representing South West Tourism Alliance
• Veryan Palmer, Family Director at Headland Hotel, representing Cornwall Hospitality Collective
• Andy Jasper, CEO of the Eden Project, representing South West Tourism Alliance
• Patrick Langmaid, Managing Director of Mother Ivey’s Bay Holiday Park and Chair of HARPA Cornwall (Holiday and Residential Parks Association)

The five were part of a wider Steering Group set up by Cornwall Council and led by Councillor Sarah Preece, the council’s Cabinet Member for Tourism, in the wake of Visit Cornwall’s administration. Over 11 months of regular meetings, that group brought in VisitBritain, Visit Isles of Scilly, the Cornwall Association of Tourist Attractions, the food and drink sector, BIDs, and town and local councils, alongside wider consultation.

Tim Fryer, who has been Project Lead since April, has now been appointed Commercial Director of Cornwall Visitor Alliance. Tim brings more than 20 years in travel, hospitality and commercial leadership, with a particular focus on destination marketing, business growth, strategic partnerships and visitor experience.

“The move from consultation and planning into delivery”

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. With the industry facing rising costs, changing visitor behaviour and growing pressure on local communities, she said the sector needs strong, independent leadership and a voice that genuinely represents businesses across the county.

“The creation of Cornwall Visitor Alliance marks the move from consultation and planning into delivery,” Katie said. “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.”

She said the organisation has been built on a financially sustainable model, funded through membership, partnerships and commercial activity, with no reliance on the public sector, while the Visit Cornwall licence agreement with Cornwall Council is finalised. “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,” she added.

Tim Fryer described the new body as “a constructive but independent voice”, one built around evidence, wide consultation and a clear understanding of the impact decisions have on businesses, employees, communities and visitors. “There is a great deal to do, but there is also considerable energy and commitment across the industry,” Tim said. “We now have an opportunity to build a resilient, collaborative organisation that creates lasting value for Cornwall’s businesses, communities and visitors.”

He confirmed that details of membership options, strategic partnerships and an initial marketing campaign programme will follow a launch event in early autumn.

What Cornwall Council says

Councillor Sarah Preece, Cornwall Council’s Cabinet Member for Tourism, called it an important milestone after months of collaboration between the council, private sector partners and stakeholders across the 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,” she said.

Further details on membership, strategic partnerships and the formal launch event are due in the coming weeks. Once launched, the organisation will open recruitment for additional directors to help guide its future development.