2024 'flattest year I can remember'- tourism boss

Malcolm Bell, executive chairman of Visit Cornwall, says other regions have also seen lower visitor numbers.

The boss of Cornwall's tourist board has described 2024 as the "flattest year" he can remember.

Malcolm Bell, executive chairman of Visit Cornwall, attributed a decline in visitors to a combination of poor weather, the general election and cost of living pressures.

He said it had often been the case that there were peaks and troughs in tourism throughout the year - but in 2024 it was "flat all the way through".

Visit England said there had been a "mixed picture" for many areas and accepted the weather had affected visitor numbers.

'Very rare'

Mr Bell told the BBC: "Each quarter has been down."

"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, who is due to retire from his role at Visit Cornwall on 31 October, said the factors, including inclement weather and living costs, "added up to affect consumer confidence".

"When consumers aren’t confident they cut back on their spending and one of those things is holidays."

He said research carried out by Visit Cornwall was more positive, suggesting there was still an "intention to book" from potential visitors, while he described the problem 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”.

'Feeling the pinch'

Sue Jewell from the South East Cornwall Tourism Association (SECTA) said 2024 had been “absolutely abysmal”.

She said its 550-strong membership had worked hard to build interest through social media but that it had been "an uphill struggle".

“I’ve been doing this for 25 years and I’ve never had gaps for half-term,” said Ms Jewell, who also runs a dog friendly self-catering accommodation business near Liskeard.

"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 said advanced bookings at Ayr Holiday Park in St Ives were "looking stronger" for next year.

Andrew Baragwanath, owner of Ayr Holiday Park in St Ives, said bookings for his 50 holiday caravans were down by about 15% in 2024, although bookings for his 100 touring pitches at his site above Porthmeor beach were on a par with 2023.

"There is an awful lot of self-catering accommodation in the market now," he said.

'Short term problem'

Patricia Yates, Visit England CEO, said 2024 had brought a "mixed picture" for tourism across England - with the weather having an impact.

She said many people had been booking at the last minute for the final half term of the year.

"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.

"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.”