Cornwall Tourism Chief Describes 2024 as “Flattest Year”

The executive chairman of Visit Cornwall has characterized 2024 as the “flattest year” he can recall. Malcolm Bell, executive chairman of Visit Cornwall, attributed a decrease in visitor numbers to a combination of adverse weather, the general election, and ongoing cost of living pressures. He noted that while tourism typically experiences periods of high and low activity throughout the year, 2024 has been “flat all the way through.” Separately, Visit England reported a “mixed picture” for numerous regions and acknowledged that weather conditions had influenced visitor figures. Mr. Bell informed the BBC: “Each quarter has been down.” He elaborated, “Sometimes you have a bad spring and it’s made up by summer or summer dips a bit and you have a great autumn. This year has been flat all the way through, which is very rare in my 25 plus years experience.” Mr. Bell, whose retirement from his role at Visit Cornwall is scheduled for 31 October, indicated that these elements, including inclement weather and the cost of living, “added up to affect consumer confidence.” He added, “When consumers aren’t confident they cut back on their spending and one of those things is holidays.” However, he mentioned that research conducted by Visit Cornwall showed a more optimistic outlook, indicating an “intention to book” among prospective visitors, and he characterized the current issue as “short-term-ish.” “It might go on for a year or two but the long term future for tourism and the visitor economy is still strong,” he stated. Sue Jewell of the South East Cornwall Tourism Association (SECTA) described 2024 as “absolutely abysmal.” She noted that SECTA’s 550-strong membership had diligently tried to generate interest via social media, but found it to be “an uphill struggle.” Ms. Jewell, who also operates a dog-friendly self-catering accommodation business near Liskeard, commented, “I’ve been doing this for 25 years and I’ve never had gaps for half-term.” She further explained, “It’s not only affecting accommodation providers – if we don’t have guests, then they don’t go out for dinner, we don’t employ cleaners, the whole economy is feeling the pinch.” Andrew Baragwanath, owner of Ayr Holiday Park in St Ives, reported that bookings for his 50 holiday caravans had decreased by approximately 15% in 2024. However, bookings for his 100 touring pitches at his location above Porthmeor beach remained consistent with 2023 figures. He added, “There is an awful lot of self-catering accommodation in the market now.” Patricia Yates, CEO of Visit England, noted that 2024 has presented a “mixed picture” for tourism throughout England, with weather conditions playing a role. She observed that numerous individuals had made last-minute bookings for the year’s final half-term period. “We can see from our latest consumer sentiment research that many people have been booking last minute, wanting to save on accommodation, activities and eating out and seeking good value options,” she stated. She concluded, “This also highlights the ongoing challenges for tourism businesses and destinations. So please do go out and explore the amazing destinations and attractions here on our doorstep this autumn, tourism businesses will be very pleased to see you.”