EUTO Study Visit

Thursday 27th September

Cllr Chris Ridgers

Portfolio Holder for Economy and Regeneration

Cornwall• Cornwall has a GDP of 62% of the

United Kingdom average

• Location in extreme far west of UK

• Celtic heritage and strong identity with Cornish language, flag and cultural traditions

• 12 Areas of Outstanding Natural Beauty - precious landscapes whose natural beauty is outstanding

Cornwall

• 400 miles of stunning coastal and river estuary scenery, including more than 300 beaches.

• Cornish Mining World Heritage – largest WHS in UK covering 20,000 hectares

• High quality food and drink

• Thriving arts and crafts scene

About Us• Cornwall Council has economic

development and low carbon economic growth at the heart of its ambitions for Cornwall. 

• VisitCornwall is the official tourist board for Cornwall

Cornwall’s Visitor Economy

• 4.5milllion trips by staying visitors

• 25+ million bed nights

• The average length of stay in Cornwall was 6+ nights

• 231,000 available bed space capacity

• £1.4 Billion total visitor spend

• Circa 12% GVA and 20%GDP

• 39,100 Full time equivalent jobs

Award Winning Destination

• Cornwall won “Best UK Holiday County or Region” for the third year running.

• St Ives won “Best UK Seaside Town” for the second year running (visiting next day),

• Eden Project won “Best UK Leisure Attraction” - British Travel Awards 2011.

From Mass to Niche Tourism• Water sports – surfing and sailing

• Food and drink – more Michelin starred chefs per head of population than any other area of the UK including London

• Arts and Tourism

• Walking and cycling

• Industrial heritage/Cornish Mining World Heritage

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Visit Cornwall Activities

• Tourism Strategy & Policy • Tourism Development• Marketing & PR For Cornwall • Digital Presence• Industry Services & Events• Research Activities• Festivals & Events• Tourist Information Support• Press Relations

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How we measure Tourism in Cornwall

• Visitor Surveys• Business Surveys• Economic Impact• Community Attitude Surveys• Environmental Impact studies• Carbon/Ecological Foot printing

The Challenges

Challenges

• The digital world – empowered consumers

• Competition: UK and elsewhere

• Weather – but…..

• When the Euro weakens

• Welcome and Service

• Knowledge about existing & future visitors

• Shaping and developing tourism

• Climate change, sustainable tourism

Final Thoughts

It’s a way of thinking and acting

It is about making your destination a better place to live and play and then invite others who will enjoy it to come

You can get the tourism you want – not the tourism you will get if you do not

plan and act effectively !