Malcolm Bell of Visit Cornwall, discusses the impact of over tourism on his destination and how they manage it at Digital Visitor's Destination Marketing Conference.

1. Visit Cornwall

2. • Cornish Tourism 1960’s and 1970’s
• Cornwall Current Position
• Residents Views of Cornish Tourism
• The Challenges and Opportunities
• Use of Social Media and Digital
• Conclusions
Todays Presentation

3. Over Tourism isn’t new
Cornwall in the
1960’s and 1970’s

4. • Cornish Tourism 1960’s and 1970’s
• Cornwall Current Position
• Residents Views of Cornish Tourism
• The Challenges and Opportunities
• Use of Social Media and Digital
• Conclusions
Todays Presentation

5. Tourism in Cornwall 2016
Key Points
•Cornwall attracts circa 4.5 million staying visitors
•Staying visitors accounted for an approximate
25+ million visitor nights
•Staying visitors spent £1.8 billion pounds
•The average length of stay in Cornwall was 6+
nights
•11% to 14% GVA and circa 20% GDP
•Staying tourism supports approximately 53,000
jobs = 40,000 jobs (FTE)

6. Attractions/ places of interest planning to visit %

10. • Cornish Tourism 1960’s and 1970’s
• Cornwall Current Position
• Residents Views of Cornish Tourism
• The Challenges and Opportunities
• Use of Social Media and Digital
• Conclusions
Todays Presentation

11. Q2. Which of the following features do
you like about where you live? (% saying Yes)
Sample Size = 1100
75%+ for all locations with
the exception of those in
Truro and Bodmin

12. Q6. Thinking about the number of visitors during the
summer, do you feel that where you live?
Sample Size = 1100
Only a ¼ of areas feel that they receive more visitors than they can cope with (with those in St Ives
more likely to say this). Equally around a 1/3 felt that their area would benefit from more visitors (with
those in the Redruth/Camborne area slightly more likely to agree with this statement). Care: small
sample sizes.

13. Q7. Thinking about the number of visitors during the
Spring and Autumn, do you feel that where you live?
55% responded that their areas would benefit from more visitors in the Spring and Autumn with the
exceptions being Newquay and Bodmin. Those in Penzance were slightly more likely to want more
visitors at these times of the year. Care: small sample sizes.

14. Q8. On the whole, do you think that tourism is good or
bad for the area?
89%
4%

15. Q9. To what extent do you think tourism is good for
your area? Would you say it is…
Range from 33% in
Newquay to 88% in
Bude
64%
28
%6%

16. Q10.To what extent do you think tourism is bad for
your area? Would you say it has a …
82
%
12%
4% 2
%

17. Q11. Overall, would you describe that effect of tourism
on your day to day life as …
54%
30%
13% 3%

18. Q15. To what extent are the following a problem where
you live?
Sample Size= 1100
28%
44%
58%
58%
14%
16%
18%
16%
55%
38%
21%
22%
3%
2%
3%
4%
Trafficfumes and congestiongeneratedbytourists
Litter droppedbytourists
Noise generatedbytourists
Irresponsiblebehaviour oftourists
Disagree/Disagree strongly Neither Agree/Agree strongly Don't know

19. The Principles of Sustainable
Tourism
Living within the limits
Visitors
Environment
Residents
Businesses

20. Let’s Avoid a Barcelona

21. • Cornish Tourism 1960’s and 1970’s
• Cornwall Current Position
• Residents Views of Cornish Tourism
• The Challenges and Opportunities
• Use of Social Media and Digital
• Conclusions
Todays Presentation

22. • Cornish Tourism 1960’s and 1970’s
• Cornwall Current Position
• Residents Views of Cornish Tourism
• The Challenges and Opportunities
• Use of Social Media and Digital
• Conclusions
Todays Presentation

23. So what can be done

26. • Cornish Tourism 1960’s and 1970’s
• Cornwall Current Position
• Residents Views of Cornish Tourism
• The Challenges and Opportunities
• Use of Social Media and Digital
• Conclusions
Todays Presentation

28. Planning but stay responsive

33. Poldark Film Locations

34. Rame Feature Page – Social and TV Coverage

35. KYNANCE COVE

36. COVERACK

37. • Cornish Tourism 1960’s and 1970’s
• Cornwall Current Position
• Residents Views of Cornish Tourism
• The Challenges and Opportunities
• Use of Social Media and Digital
• Conclusions
Todays Presentation

38. Final Thoughts
• Avoid random acts of content
• Plan but also be responsive
• Include PR and Media as well as social and
digital
• Understand your audiences
• No one wants a bad experience – use it
• It’s a team game – not just left to social
• Real and Authentic – be the honest
communicator and be trusted