A new private business led tourism body for Cornwall has been launched after Cornwall Council cut funding for the old Visit Cornwall.

The service moved into private hands following the Council’s decision at the end of last year to withdraw the funding for Visit Cornwall as part of its proposals to save £196m over the next four years.

Earlier this month the Council’s Cabinet gave the go ahead for the creation of the Visit Cornwall Community Interest Company, with the responsibility for marketing Cornwall as a key tourist destination will transfer to the new company.

“We recognise the vital role of the visitor economy plays and I am delighted that the private sector has been extremely positive and proactive and I would like to thank everyone who has helped to achieve this” said Cornwall Council Leader John Pollard. “This is one more example of Cornwall’s business sector responding to our reduced resources by coming forward with a new model of delivery.”

“Part of the role of Visit Cornwall CIC will be to further raise the profile of Cornwall on the international stage.

"The new company will act as the voice for Cornish tourism and will work with partners, including the Council and the Cornwall and Isles of Scilly Local Enterprise Partnership, to support more businesses, increase visitor spend and create more jobs in Cornwall.”

Visit Cornwall CiC has inherited over four decades of experience in destination promotion and development, and will build on the award-winning success achieved by Visit Cornwall whilst under Cornwall Development Company, Cornwall Council’s economic development company.

The CiC will be headed up by Malcolm Bell who has led Visit Cornwall in its public form since 2010.

Mr Bell said: “This is an exciting new chapter for both Visit Cornwall and Cornwall’s tourism industry.

“I am delighted with the support received from the private sector and the Council and look forward to working with our small but highly focused team to take Visit Cornwall forward.

“The new CiC will continue our previous destination marketing activity delivered through the website, social media, newsletters, videos, PR and advertising. There will be no disruption to www.visitcornwall.com, ensuring a smooth transition and continuation of our customer-facing services.”

Lord St Levan, Chair of the Visit Cornwall CiC, added “This is a significant development and a real opportunity to channel the energy and enthusiasm of the Cornish tourism industry to build on Visit Cornwall’s highly successful destination marketing, as well as working with other agencies and bodies to promote Cornwall.”

Visit Cornwall currently represents around 950 promotion partners and one of the key aims of the new company will be to generate additional income by increasing this number at the same time as seeking sponsorship and advertising income.

The Council is providing transitional funding of up to £300,000 to support the transition to the new company and will have an observer on the new Board.

Cornwall sees  4.4 million staying visitors a year spending £1.794 billion in the local economy and supporting around 58,000 tourism related jobs.