The tourism industry in Cornwall is currently navigating through turbulent waters, but there’s a strong sense of optimism as it gears up for a potential recovery in 2025. This comes after a particularly tough year for the region, which saw significant struggles amid economic pressures. The head of Visit Cornwall, Jon Hyatt, highlighted the determination within the sector to bounce back, despite the ongoing challenges.
The call for optimism was echoed during a two-day tourism summit held in Truro, organised by Visit Cornwall. The summit brought together key players in the tourism and hospitality sectors to discuss strategies, share ideas, and forge a path forward. Jon Hyatt, Chairman of Visit Cornwall, acknowledged the difficulties faced by the industry, emphasizing the need for collective action to overcome them. “There are obvious challenges, not least economic pressures, but there’s a real sense of determination to do as well as we can,” Hyatt said.
Among the most pressing concerns were tax increases slated for April 2024. UK Hospitality Chief Executive Kate Nicholls warned that these hikes could spell disaster for small businesses, especially in areas like Cornwall. She pointed out that tax rises, increases in National Insurance contributions, and higher minimum wages were likely to place immense strain on the tourism and hospitality industries, which are already struggling to break even.
“The businesses in Cornwall are feeling the pinch,” said Nicholls. “Small businesses, independent operators, and seasonal workers will be hit the hardest. You can’t balance the nation’s books on the backs of these small businesses; it will have a devastating impact.” She expressed particular concern over the upcoming rise in National Insurance, which she believes could push some businesses to their breaking point.
The challenges faced by Cornwall’s tourism sector are not unique. Last year, Tim Jones, Chairman of the South West Business Council, stated that tourism in the southwest of England was at its lowest point in a decade. Despite these setbacks, Jon Hyatt remains hopeful about the future of Cornwall’s tourism industry. He emphasized that the region has a unique offering, which can attract both aspirational travelers and those seeking more accessible options. “Cornwall is unique, and we’ve got a fantastic offering,” Hyatt said. “We’re keen to bounce back in 2025.”
During the summit, industry leaders from across the region gathered to exchange ideas and strategies for moving forward in these challenging times. The collaboration and inspiration shared during these discussions were seen as key to finding innovative ways to drive recovery in the coming year.
The government has responded to the concerns raised by the tourism sector, promising measures to support businesses. A spokesperson assured that the upcoming Budget would deliver the stability the industry needs. More than half of UK employers will see a reduction or no change in their National Insurance bills, while 40% of businesses will benefit from a business rates relief package ahead of a new lower business rate set to be introduced in 2026.
The government spokesperson also highlighted the importance of the tourism and hospitality sectors, stating that they play a vital role in growing the UK economy. With the UK ranking as the seventh most visited country in the world in 2023, it’s clear that a thriving tourism industry is essential for national growth.
As Cornwall’s tourism sector looks to the future, the focus will be on navigating the economic landscape while maintaining the unique appeal that draws millions of visitors to the region. Although the road ahead may be challenging, the collective determination of industry leaders and the support from the government offer a hopeful outlook for Cornwall’s tourism industry in 2025 and beyond.
