Cornwall in the UK launches an ambitious tourism revival to recover from a decade-low slump, boost economic growth, and restore its global travel icon status.

Cornwall’s tourism industry aims to recover after visitor numbers plunged to their lowest in a decade last year, according to Jon Hyatt, Chair of Visit Cornwall.

Hyatt acknowledged the economic challenges impacting the sector but emphasized the commitment of tourism leaders to rejuvenate the region’s appeal. His comments, highlighted by the BBC, follow a stark assessment from Tim Jones, Chair of the South West Business Council, who described the tourism downturn in southwest England as the most severe in ten years.

Kate Nicholls, CEO of UK Hospitality, issued a warning about the potential consequences of upcoming tax increases in April, which she believes could push many businesses to the brink. Under changes announced by Chancellor Rachel Reeves, employers will face higher National Insurance contributions, a rise in the minimum wage, and revised business rates, adding further strain on the sector.

Tourism remains a cornerstone of Cornwall’s economy, accounting for 15% of the county’s financial activity. Data from Cornwall Opportunities reveals the sector generates £2 billion annually, with 4 million overnight stays and 14 million day visits each year, supporting over 35,000 jobs.

Cornwall’s renowned coastal landscapes, pristine beaches, and areas of outstanding natural beauty continue to attract visitors, but the industry has faced significant hurdles. Malcolm Bell, former Executive Chairman of Visit Cornwall, previously attributed the decline to a combination of poor weather, a general election, and the ongoing cost-of-living crisis. Reflecting on 2024, Bell remarked that the year lacked the usual seasonal highs and remained “flat throughout.”

Despite the challenges, industry leaders remain hopeful for a strong recovery, underscoring the importance of tourism to Cornwall’s future prosperity.

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