Cornwall's tourism leaders in new alliance to boost visitors

Cornwall’s tourism leadership has formed a new Cornwall Visitor Alliance intended to take over delivery of the region’s visitor economy, with plans to launch formally in autumn. Sarah Preece, Cornwall Council’s cabinet member for tourism, said the company can now begin as a private organisation. The alliance plans to keep using “Visit Cornwall” as the consumer-facing marketing brand, but the brand licence and assets reverted to Cornwall Council when Visit Cornwall went into administration. Katie Warren, chair of the alliance, said a licence agreement was being finalized to ensure continuity. The alliance includes five volunteer directors from local organisations, with Tim Fryer appointed commercial director. Fryer said membership options and partnerships will be detailed at launch.