Cornwall Tourism Aims to Bounce Back After Visitor Numbers Drop
Cornwall's tourism industry is facing challenges, with visitor numbers hitting a 10-year low in 2023. Jon Hyatt, head of tourism for Cornwall and chair of Visit Cornwall, acknowledged the difficulties, including economic pressures, but expressed determination to overcome them.
Speaking at a tourism summit in Truro, Hyatt emphasized Cornwall's unique offerings and fantastic attractions. However, he also acknowledged the need to navigate the current economic landscape and the "substantial" cost burden facing the industry.
Hyatt's remarks echoed those of Tim Jones, chair of the South West Business Council, who stated that tourism in southwest England was at its lowest point in a decade. The situation is further complicated by Chancellor Rachel Reeves' Budget changes, which will see increased National Insurance contributions for employers, a rise in the minimum wage, and alterations to business rates from April.
Despite the challenges, Cornwall remains a popular tourist destination, attracting millions of visitors each year with its stunning coastline, picturesque beaches, and areas of outstanding natural beauty. According to Cornwall Opportunities, tourism accounts for 15% of the county's economy, generating £2 billion in annual visitor spending and supporting over 35,000 jobs.
Malcolm Bell, former Executive Chairman of Visit Cornwall, attributed the decline in visitors to bad weather, the general election, and the cost-of-living crisis. He noted that while tourism experiences peaks and troughs, 2023 was particularly challenging.
The government, however, remains optimistic about the tourism industry's potential for economic growth. A spokesperson highlighted the UK's position as the seventh most visited country in the world in 2023 and the importance of a thriving hospitality and tourism sector. The government is also taking steps to support businesses, including reducing National Insurance bills for many employers and providing business rates relief.
Despite the current difficulties, Cornwall's tourism industry remains resilient and determined to bounce back. With its unique attractions and ongoing efforts to adapt to changing circumstances, Cornwall is well-positioned to continue welcoming visitors and contributing to the local economy.
5 Comments
Marishka
Government support? Reducing National Insurance and business rates relief? These are just band-aid solutions. They need to invest in long-term strategies to make Cornwall a more attractive destination.
Pupsik
Bad weather, an election, and cost of living crisis? These are hardly new factors! This shows a lack of preparedness and adaptation on the part of Cornwall's tourism industry.
Marishka
The infrastructure can't cope with the influx of tourists. Traffic jams, overcrowded beaches, and overflowing bins are not a good look.
Pupsik
£2 billion in visitor spending and 35,000 jobs on the line? This is a wake-up call for Cornwall to diversify its economy and not rely solely on tourism.
Marishka
It's embarrassing that Cornwall's tourism, a major part of the local economy, is suffering so much. What are they doing to attract more visitors?