Representatives from Cornwall and Devon tourism gathered this week to learn more about the current state and future of tourism in the region. This event, held at Strawberry Fields in Lifton, explored the latest trends, challenges, and opportunities facing the South West tourism industry.

Malcom Bell, chair of the Board of Directors for Visit Cornwall, spoke about some of the key emerging trends their research has identified, and this blog post brings together some of the highlights from his presentation.

Combined visitors to Cornwall in 2019 attracted 19.3 million day and staying trips, equating to £2.1bn visitor related spend and supporting approximately 53,000 actual jobs. The county has continued to benefit from a very high (over 95%) proportion of repeat visitors.

Has Cornwall lost its shine? What is the current perception of holidaying in Cornwall?

Cornwall is still seen as a special and unique place to make memories, and has the perception of being a premier brand, a high quality place to explore and enjoy a holiday
Recent research has proved that the cost to holiday in Cornwall is proving to be an issue
Even those people who consider Cornwall to be an affordable destination are cash-conscious in the current climate and will be thinking carefully about how they spend their money once they are in the county
Overcrowding of the county is perceived to be an issue in the peak season of July and August, with a growing interest in visiting Cornwall outside of these months
Market research shows that once people are in county, they are still seeing their expectations being met or exceeded - but the challenges remain in convincing people that Cornwall is the right place for them
There is room to improve what we do within the tourism industry with regard to actual costs and a need to move the needle on the perception of costs.
There remains an image of Cornwall as a province of the well-off and second home owners, leading some markets to think that ‘Cornwall is not for people like me’ and those perceptions should be challenged

Cornwall remains a strong consideration for people as a UK holiday destination - but the return to international travel and the cost of living in the current economic climate has impacted on people committing to their holidays

People are booking trips with a shorter lead time, with as little as three weeks advance booking for holidays - this is a trend which has occurred since the pandemic and shows no signs of returning to pre-2020 trends
Supply of accommodation outstrips demand at the moment, meaning that prices fall as businesses seek to secure commitments from customers
These price decreases do not reward early booking - people know that they can wait until closer to the time and still secure available accommodation at a reasonable rate
Household finances for many people in the UK - especially the family market and the over 55s - are tighter than they have been for some years, and cheaper alternatives are being considered

How is the current economic climate affecting spend in the county?

The current cost of living is likely to impact the majority of visits to the county this year during the actual visit as people look to cut costs and budget.

The food and drink sector is likely to see the largest levels of cutbacks.

34% will spend less on eating and drinking out

26% will spend less on eating and drinking out by eating out less in at restaurants/pubs/cafes etc..

The attractions/leisure/activities will also be impacted.

29% will look for more ‘free things’ to do.
13% will visit fewer visitor attractions.
8% will do fewer activities

There is a retail impact – 29% will cut back on buying gifts/shopping, though this has been declining for a number of years.

Overall, 18% of 2023/24 visitors will be on a budget for the whole of their visit with those with children and under 55 years old without children likely to be feeling the strain the most.

Growth of the shoulder season

In the latest Cornwall online survey 73% of respondents agreed with the statement “Visiting Cornwall and the Isles of Scilly outside of the summer season is of interest to me”.
56% of the nationally representative sample surveyed through the BDRC Monthly tracker agreed with the same statement.
Agreement was highest amongst visitors in the last five years (68%), social group AB (60%) and South East respondents (65%).

What are some of the biggest selling points for Cornwall?

The scenery and natural surroundings
Relaxation
Cultural experiences, history and heritage
Picturesque cottages
Beach life
Festivals
Memorable experiences, outdoors activities and adrenaline experiences
Sustainable practices, including eco-friendly accommodation, farmers markets, active lifestyles and vegetarian and vegan eating

What are some of the emerging trends we’re seeing for Cornwall?

Seasonality data currently suggests that there will be increased trip volumes outside of the peak season in September and October.
It is likely that there will be more later bookings - the trend of booking closer to the date of travel is set to stay
Potentially up to approximately a third of visitors could be switching their accommodation type, although around half of those still haven’t definitely decided as yet.
Overall, and amongst all segments for those changing accommodation types a noticeable shift away from serviced accommodation, a smaller decrease in self catering (all segments showing decreases excepts seniors – no kids 55+) and a shift towards camping/own caravan, statics caravan/holiday park and other accommodation types, all of which will see increases.
Potentially up to approximately a quarter of visitors not changing their type of accommodation will be looking for cheaper alternatives within their usual accommodation type.
There is potential for out of season growth in Cornwall - but it is vital that visitors are reassured that things will still be open out of season, from restaurants and cafes to visitor attractions and festivals and events still taking place
A greater emphasis on activities and experiences - including those dedicated to special interest and activity holidays.
Parents organising ‘me-time’ breaks, away from their families
Clarity over value for money - or more realistically, value for quality - visitors expect to see a high quality of experience for the money they are spending. They want a holiday and experiences which cater to all members of the family and encompass as much as possible, allowing them to make memories.

Accommodation trends

Whilst low-cost accommodation was in the top three most important aspects when deciding on a destination there are some differences between groups and the research goes on to suggest that unique accommodation will help to attract more visitors to a region. Another reminder that not everyone will be impacted by the cost of living crisis when taking a UK holiday and brands are investing in unique accommodation to make them stand out.

The Mintel research states that for 20% of domestic holidaymakers aged 16-34, unique accommodation is among the most important factors when deciding on a holiday destination in the UK. Those with an annual household income of at least £50,000 also place a higher importance on the uniqueness of the accommodation suggesting that a surcharge can be added when offering something unusual or special.

Visitor Attraction Trends

The Mintel Visitor Attractions UK 2022 report suggests that:

Consumers will increasingly expect to see tangible value within their purchases – including within visitor attractions.
Brands should focus on promoting exhibitions or shows included in ticket prices, which will also help to boost visitation during off-peak times.
Operators should publish schedules online for visitors to plan their visits around, as well as offer interactive experiences for consumers to fully immerse themselves within the attraction.
Whether this be helping out at feeding time at the zoo, taking part in a drawing class at an art gallery or participating in a workshop at a garden, such experiences will be memorable for visitors and encourage them to return for another experience in the future.

FULL CREDIT: All information taken from the Visit Cornwall report on Future trends in Cornwall and Isles of Scilly tourism, produced by the South West Research Company.

Data reports used in this include Mintel “Domestic Tourism UK: 2022”report 2022, Mindset Research Qualitative Research Findings summary report May 2023 and Cornwall Online Visitor Survey 2019- 2023 as well as BDRC reports

What are the tourism trends in Cornwall for 2024?