Cornwall Visitor Alliance launched to support tourism sector

The Cornwall Visitor Alliance (CVA) has been launched as an independent, not-for-profit organization to lead and support Cornwall’s tourism sector. The alliance was established following the closure of Visit Cornwall in autumn 2025.

Operating as a business-to-business body, the CVA will focus on destination marketing, management, business representation, research, strategic partnerships, and advocacy. While the CVA handles industry leadership, the ‘Visit Cornwall’ brand will continue to serve as the county’s consumer-facing destination marketing identity.

The organization aims to be financially sustainable through membership, partnerships, and commercial activity, without relying on the public sector. A license agreement with Cornwall Council is being finalized to ensure continuity for the visitor economy. The alliance is led by chair Katie Warren, vice chair Laura Plum, and founding directors Veryan Palmer, Andy Jasper, and Patrick Langmaid, with Tim Fryer serving as commercial director.