WELCOME

Welcome from Malcolm Bell

It’s not over till it’s over

Over two years after those eventful weeks in March 2020, leading up to the first lockdown, followed by coping with furloughs, grants, the rule of six, the pingdemic, tiers, other lockdowns and too many demanding customers, we are now operating, but having to live and cope with Covid-19 and now facing new challenges. We now have to cope with ongoing staffing challenges, increased wage costs, VAT back to 20%, higher energy costs and inflation in almost every input from food to building and maintenance costs. Then we have to understand our customers, such as the many regular ones who come every two to five years. They like Cornwall but having been denied the opportunity for overseas travel, just can’t wait to jump on a plane and fly to distant destinations. Plus, the whole issue of the cost-of-living squeeze made worse by constant media coverage which is undermining consumer confidence as they are fearing ever increasing pressures on their incomes.

So, it sounds like a perfect storm and as though I am forecasting a terrible year, but we must keep faith in the power of the Cornish brand and the fact that holidays are one of the last things that people want to give up. But this year will be demanding in terms of marketing and sales as we will need to reassure customers and for some, persuade them to holiday here or take that break. But with the power of digital, email, newsletters and social media we have the tools to convert the wavering to enjoy themselves in our wonderful Cornwall.

Here at Visit Cornwall, we are in the final stages of a total redevelopment of the visitcornwall.com website to help our members to gain business not only in the popular weeks but particularly in the months when our members find it hard to run at full capacity and the online travel agents are promoting winter overseas sun, skiing, and European city breaks. We are also in the final phase of a strategic review of tourism and the priorities for the future. This includes the introduction of a compulsory registration scheme to ensure that all providers have to comply with all the regulations so that there is a level playing field between existing providers and new providers using online platforms such as AirBnB. Other priorities include the need for a skills academy for tourism and hospitality, support for a 5-year marketing plan to boost autumn, winter, and spring business, which will not only benefit the sector, but also boost the high streets and food/drink producers in Cornwall. Finally, but very importantly, is a major drive to deliver a step change in sustainable and regenerative tourism in the county so that we stay a popular premium, but responsible destination. These changes will require investment, funding, and support, but the recent prospectus for the UK Shared Prosperity Fund and its associated £132 million over the next three years, there is a real opportunity to ensure the sector becomes more competitive and productive, not only for businesses but for the wider benefit of Cornwall.

Malcolm Bell