The Future of Cornwall’s DMO

Following the loss of Visit Cornwall in October 2025, Cornwall Council and visitor economy sector representatives have been working together, under guidance from the Cornwall and Isles of Scilly Economic Forum, to explore options for a new Destination Management Organisation (DMO) to champion the visitor economy of Cornwall and the Isles of Scilly.

DMOs play a vital role in promoting Cornwall as a welcoming, year-round destination. They also share research and represent the needs of businesses, employers, membership organisations and community stakeholders from across the sector.

As part of this joint effort, a small working group was appointed to produce a survey to ask businesses and organisations within the visitor economy for their views on the desired functions and structure of a new DMO.

This Visitor Economy Sector Consultation that was held from 28 November 2025 to 11 January 2026. The window for feedback was timed so as to enable the results from the survey to be presented to industry leaders and sector representatives during the Visitor Economy Summit at the Eden Project on 27 January 2026 to help inform the next steps in establishing a new organisation.

We’ve been reading the Consultation Feedback Report and the data is clear: sustainability and responsible tourism are now mainstream economic priorities, not fringe ideas.

When businesses were asked to rank the primary purposes of a future DMO, ‘supporting sustainability and responsible tourism’ ranked 4th overall, appearing in the top five priorities across every sub-sector. For food and drink businesses, it ranked number one.

At the same time, 71% of respondents identified rising operational costs as one of their biggest challenges, making it the most widely cited issue in the survey. 48% reported a drop in visitor numbers, and among food and drink businesses, 90% cited costs of operation as a key pressure. Those numbers matter – sustainability is directly linked to those pressures. Energy efficiency, waste reduction, smarter procurement, circular systems and local supply chains all reduce exposure to volatility. In a climate where seven in ten businesses are feeling cost strain, resilience is commercial strategy.

There is also a reputational shift underway. Respondents called for tourism messaging that doesn’t promote over-commercialisation and supports responsible practice. Sustainability is now tied to brand integrity, with ‘destination marketing and brand Cornwall promotion’ ranked as the top overall priority, it did so alongside recognition that the brand must reflect responsible tourism.

For coastal towns like Bude, part of the North Coast, which accounted for 20% of survey respondents – seasonal pressures are part of daily reality. A tourism model that doesn’t integrate sustainability risks both economic and community stability.

This report shows that sustainability is no longer a communications exercise. It’s becoming a baseline expectation of the visitor economy. Thank you to Cornwall Council and the sector representatives for working on this important issue and for advocating for the future of Cornwall’s visitor economy.

For anyone interested, you can read the full report here: https://lnkd.in/eiHisVUN