Cornwall tourism marketing: planning your 2025 strategy

The tourism world is changing and here in Cornwall, we've got our own unique set of challenges. Cost of living pressures, shifting audience behaviors, and competition from affordable overseas travel demand innovative marketing strategies.

Cornwall, with its stunning natural beauty, holds immense appeal, but its relative remoteness for international travel compared to larger cities and ongoing infrastructure improvements present unique challenges in attracting visitors.

So, what can we actually do about it? Here are real, actionable ideas to get those visitors through the door.

Make sure you understand your audiences

As a marketer in 2025, it’s vital to ensure that you are making data driven decisions and not basing your audience communications on assumptions. Understanding your audience's needs is absolutely fundamental - without a deep grasp of what motivates, frustrates, and delights your target audience, you're essentially operating in the dark. You might be creating something brilliant, but if it doesn't address a genuine need or resonate with their desires, it will likely fall flat.

It's about moving beyond assumptions and truly listening to what your audience is telling you, both explicitly and implicitly, so you can provide real value and build lasting relationships.

Use the data you have at your fingertips: Use commissioned market research, website and social media analytics, CRM data from your ticketing systems, customer feedback and industry reports to help you build a picture of your audiences. It is also possible to work with external third-party agencies, such as The Audience Agency, to help you create a picture of who your customers are.

Tailor your communications: Once you are clear on who you are working with, be clear on how to communicate with them? What language and tone do they respond to? What motivates them? What are their needs and interests? Where can you find them? Are you using the right platforms to reach them?

People are collecting memories and experiences

These days, visitors aren't just looking to see things; they want to do things, to feel things, to experience things. They're craving immersive, shared experiences that connect them with the local culture, the natural beauty, and the vibrant communities that make Cornwall so special. This isn't just a hunch – it's backed up by solid research.

How many times have you seen someone post a photo of themselves just standing in front of a landmark, trying local delicacies, kayaking along the coast, or laughing at a quirky street performance? People want to be part of the story, not just observers.

Recent Skyscanner data told us that 13% of UK travellers are planning an immersive art experience on holiday next year, with that number rising to 36% of 25-34-year-olds and over 44% of people say culture is their main reason for chosing a holiday destination. This tells us that people are actively seeking out places where they can immerse themselves in something different, something authentic. And it's not just about ticking off a list of famous sights; it's about connecting with the heart and soul of a place.

It's not just about individual experiences. People are increasingly valuing shared experiences. They want to connect with others, create memories together, and feel a sense of belonging. Skyscanner also highlighted the importance of "a sense of community and shared experiences" driving travel choices.

So, what does this mean for Cornish attractions? It means we need to move beyond just offering a product; we need to offer an experience.

Interactive Engagement: What are you doing to develop engaging and interactive exhibitions and interpretation in your visitor attraction? Do you bring in an element of storytelling to the experiences you create? Do you have a lively and exciting events programme? Are you using your people as part of your storytelling to engage your audiences?

Move beyond traditional static exhibits and develop interactive installations, live performances, and multi-sensory storytelling to create memorable and shareable experiences.

Highlighting what makes you unique: Cornwall has it’s own unique offer - there is nothing quite like us, from culinary experiences to Celtic heritage, from our coastline to our stories of the briny blue, there will be elements of your visitor experience that will allow you to target specific demographics interested in cultural tourism.

Consider premium experiences: While there are many people who are conscious of the cost of living, for certain audience segments visiting Cornwall there are less financial obstacles. This can mean that curating a Premium Experience offer - giving behind the scenes looks and money-can’t-buy (except it can) curated experiences - can be a real incentive to purchase for some people. Eden Project have curated a set of Premium Experiences to cater to this market.

Look outside of your traditional visitor offer

To thrive financially in today's economic landscape, attractions can no longer depend solely on ticket sales. Exploring a variety of income streams is crucial for long-term sustainability. This opens up exciting possibilities, such as growing online sales by offering branded merchandise, digital downloads, and exclusive items, all supported by smart digital marketing.

Curating engaging events like workshops, concerts, and specialized gatherings designed for specific interests also offers significant potential. Eden Project have opened up their audience demographics through Eden Sessions, through Anthropy for business leaders, through Reclaim for young people.

Events planning and strategic options for those off-peak months

The eternal conundrum for Cornwall has been how to shift the focus away from summer tourism. Lord Hutton, from Cornwall and Isles of Scilly Economic Forum, talked last month at Visit Cornwall’s Tourism Summit about the need for a year-round events strategy for the county to allow us to maximise visitors in the shoulder seasons.

We know that seasonal experiences are gaining prominence and we’ve seen this in the success of Christmas shows at Hall for Cornwall, Heligan Night Garden at The Lost Gardens of Heligan and the Christmas experiences at the Eden Project. And it’s not just about Christmas - there’s a boom in popularity for Halloween, Easter and summer events.

This is a key factor for consideration, as seasonal programming taps into people’s desire for creating memories. 36% of Brits prioritise festive spending because it makes them happy, despite their concerns on cost of living according to Barclays Consumer Spend data and this is borne out by business experiences here in Cornwall, where visitor numbers in December can be comparable to peak summer numbers.

High-Quality Seasonal Programming: Invest in high-quality, thoughtfully designed seasonal events, light displays, and exclusive experiences. Carefully assess your resources before committing to any programming to ensure a truly memorable and high-quality experience. Focus on what makes your attraction unique and weave that into your seasonal offerings.

Improve your online user experience

When was the last time you undertook an audit of your website, or reviewed the customer journey from enquiry to conversion? Consider the online experience as a customer, and think about whether you are providing the best possible experience for your audience.

Work with your website agency - or book some time with a digital marketing agency - to help review your online sales, navigation and prevent unnecessary clicks. How easy is it for your customers to find out what they need to know? How many of your customers leave the site before completing a sale?

Take steps to eliminate frustration What changes can you make to your website that will improve your user experience? Can you reduce the amount of clicks it takes for people to find out what they need? Do you have any issues with site loading time?

Bring in more integration between your website and your digital marketing campaigns Have you installed pixels on your website to allow for remarketing to your website visitors? You can target hesitant website visitors with follow-up advertising.

So, there you have it - some ideas to get us thinking! If you’d like to discuss your marketing and communications needs, please get in touch.