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Cornwall Tourism Board Collapses, New Era Dawns
26 Jan
Summary
- Visit Cornwall has entered liquidation due to insurmountable financial problems.
- Industry leaders will debate new models for tourism promotion.
- Optimism is high for a revitalized 'Brand Cornwall' strategy.
Visit Cornwall, the region's tourism board, has officially entered liquidation owing to insurmountable financial problems. This development marks a challenging period for Cornwall's vital tourism industry. However, a significant conference is scheduled to take place at the Eden Project, bringing together over 200 industry representatives to explore new models for tourism promotion.
Councillor Sarah Preece expressed hope that the liquidation presents an opportunity to "re-invigorate" the sector and elevate "Brand Cornwall." She highlighted the "incredible energy and optimism" among tourism businesses since the liquidation. The key challenge moving forward is how to ensure "Brand Cornwall stands out in the marketplace" with a clear value proposition.
Discussions will focus on establishing a new visitor destination management company. Essential elements for its success include measurable outcomes, robust business-led governance, data insights, and dedicated support for small businesses. Veryan Palmer of the Headland Hotel and Spa noted that while the loss of Visit Cornwall was initially a blow, it has fostered unprecedented collaboration across various hospitality sectors, from attractions to campsites.
