04.10.02
 

£2.75 million boost for Cornish tourism

More than £23m of extra revenue and an estimated 187 additional jobs will be created in Cornwall over the next three years thanks to a £2.75m marketing campaign to project Cornwall onto the national stage as the year round visitor destination.

The project, which has been developed by Cornwall Enterprise and is supported by a £1.42m grant from Objective One, will see the creation of a high profile advertising campaign in the national press, encouraging new visitors from a diverse range of markets that might not have previously considered Cornwall for a holiday or short break, particularly in the Autumn, Winter or Spring.

The initiative breaks new ground by setting up an influential body, The Cornwall Tourism Forum, to ensure that the public and private sectors work effectively together, to achieve a step-change in Cornwall’s Tourism.

The incoming Chair of the Tourism Forum will be James Staughton, Managing Director of St Austell Brewery who said: “This is the first time that the Cornwall Tourist Board, the District Council Tourism Officers and the Cornwall Commercial Tourism Federation, which represents the private sector, will agree a joint business plan for tourism in Cornwall. A Forum Director and Development Manager will be employed to help drive this strategic effort.”

Using the unique environment, culture and heritage of Cornwall, the promotional campaign will direct potential visitors to a brand new web site, that will act as the portal to the tremendous array of information that will motivate a visit to Cornwall.

Toby Ashworth, of the four star Nare Hotel is delighted to see Cornwall making the most of IT to spread its appeal before customers. He said: “By taking advantage of the development of a sophisticated web portal, we will generate more business in Cornwall, on a year round basis. This is great news for the industry.”

The fact that the project will also strengthen the voice of the private sector is of great importance to Simon Tregoning, current Chair of the Cornwall Commercial Tourism Federation. He welcomed the recruitment of a Development Manager “who will make sure that the businesses which make up this important sector have a more powerful say in future activity".

Deborah Smith, Head of Marketing at Cornwall Enterprise, the economic development arm of Cornwall County Council said: “The marketing campaign is being developed by a close partnership which includes the District Councils and Marketing specialists Golley Slater. It will build on the knowledge gained through the first phase of the project to develop Cornwall’s Image and Brand which is also funded by Objective One.”

The £2,643,360 project which will enable the creation and implementation of the Cornwall Tourism Forum and the Destination Marketing Campaign, has been made possible thanks to a £1,425,000 grant from the Objective One European Regional Development Fund (ERDF), with match funding provided by Cornwall Enterprise, Cornish District Councils, The South West of England Regional Development Agency (SWERDA) and the private sector. Recruitment for the Forum Director and the Development Manager is currently underway.

 

Editors notes:

Funding for the project has come from:

Objective One Regional Development Fund: 1.42 million
Cornwall Enterprise (the economic development arm of Cornwall County Council): £650,000
Cornish District Councils: £292,201
South West Regional Development Agency: £30,000
Private Sector: £425,875 (largely via the Cornwall Tourist Board membership scheme)

European Regional Development Fund (ERDF)

ERDF is one of our four funds that make up the Objective One Programme for Cornwall and the Isles of Scilly, which is making £314 million of grant funding available for developing the local economy between 200 and 2006. ERDF exists to:

Help reduce the gap between development levels and living standards among the regions and the extent to which least-favoured regional are lagging behind.

Help redress the main regional imbalances in the European Community by participating in the development and structural adjustment of regions whose development is lagging behind, and the social conversion of regions.

For further information contact:

Deborah Smith
01872 322912
deborah.smith@cornwallenterprise.co.uk
or
Teresa Timms
01872 322907
teresa.timms@cornwallenterprise.co.uk

 


Jason Clark
Communications Manager
Objective One Partnership Office
Castle House
Pydar Street
Truro TR1 2UD
Tel:01872 241379
Fax:01872 241388
jason@dclark.co.uk