Cornwall Destination Management Organisation - Destination Audit
The Cornwall DMO was formed in 2005, to give strategic guidance to the industry.
Until the end of 2006 the Districts will still market their part of Cornwall and most will then relinquish that role (some fear that West Cornwall will then lose out again to the Eden Project and Newquay, for example). They will continue to fulfill their management of the public product.
This Destination Audit Cornwall is the evidence part of this wider Destination
Management process and will map out the current situation and opportunities for the
future. The Audit covers:
- The policy context
- The volume and value of tourism
- The profile of visits and visitors
- The commercial tourism facilities (i.e. accommodation and attractions)
- The natural and built environment in Cornwall, including the transport infrastructure
- Events in Cornwall
Tourism is recognised as an important industry, being responsible for 24% of the
County’s GDP (compared with 10% at a regional level). Tourism is seen to promote
entrepreneurship, create many small and micro enterprises and employ a large
number of people (labour intensive industry). However, it also creates issues of
sustainability, seasonality, low investment levels and low rates of pay, and poor career
prospects indicating the necessity for continued change within the industry. This
strategy seeks to support changes in the industry to address these issues and to contribute towards economic targets whilst being sensitive to the needs of those who are disadvantaged and to the fragility of the environment.
Read the document and decide for yourself if the Destination Audit will solve West Cornwall's problems or keep us as the poorest part of the poorest county.
Targets for Cornwall
Targets for Cornwall are within an overall aim of reducing seasonality and increasing quality and include:
- Improving the economic performance of tourism to generate over £1.25 billion. The aim is to achieve 2% over the national growth
- Further reducing seasonality with 70% of the industry open at least 10 months a year
- Supporting over 40,000 professional, high value, full time permanent jobs in
tourism and decreasing the percentage of low paid or temporary jobs significantly.
- Retaining the economic benefit of tourism by reducing economic leakage by 10%, from approximately 50% to 40%
The overwhelming majority of visitors to Cornwall have been before and are currently
the mainstay of the industry. Although this suggests an underlying satisfaction with the destination there needs to be investment to maintain a relative position against the
rising quality in other destinations and across other leisure pursuits (including retail).
The natural environment, particularly the coast, is the most important factor in
motivating people to come to Cornwall. Shopping is also important. The Eden Project,
Land’s End and the historic properties in the County are important components of
many people trips.
Different life stages have different views about Cornwall:
- Pre-family values the lively resorts and activities such as surfing
- Families consider Cornwall to be a good all-round destination albeit with concerns about quality and price
- Post family consider Cornwall to be distinctive particularly the coast and gardens. Distance is an issue
Roads, traffic, parking and wet weather facilities are be the biggest disappointment for
The majority of visitors find out about their accommodation through having been
before. The Internet and brochures etc. each contributeless than 5%.
Cornwall is a family destination, particularly in the summer. Despite the longer than
average length of stay, there are more short breaks and additional holidays to Cornwall
than main holidays.
The majority of people use the car to get to Cornwall, more than the regional average.
Over time the number of staying trips to Cornwall has increased from 3.4 million in
1992 to 4.4 million in 2005. Much of this increase was in the mid 1990s with a peak
around the 2002. The length of stay has fallen from about 10 nights in the 1970s to
five nights in the early 2000s. Seasonality has become less pronounced over this
time, albeit slowly. However seasonality is more pronounced in Cornwall than the rest
of the region. There is a long term trend in Cornwall of a decline in the proportion of
main holidays and an increase in the proportion of secondary holidays and short
Forecasts suggest that the number of visitors will grow, with most growth in the offpeak
and a continued drop in the length of stay. It is clear that long-standing concerns
about the impacts of seasonality are reflected in the regional and County targets.