The UK government has introduced new initiatives to push tourism in Cornwall, specifically, to draw more domestic tourists in 2025. Simultaneously, authorities also denied news of plans to launch a tourism tax in England.
Cornwall Tourism Economy
Overall, tourism accounts for around 20% of Cornwall’s GDP, supporting nearly 53,000 jobs in the region. However, many local businesses continue to struggle with rising costs and staff shortages. Therefore, the government aims to stimulate spending by encouraging more UK holidaymakers to travel west.
This month, Tourism Minister Chris Bryant visited Falmouth to meet Cornwall local tourism business owners and explore opportunities for growth. There, he stressed the government’s commitment, saying, “We want to see more people saying, ‘Why go to Spain when we have this on our doorstep?’”
Campaigns, Support for Cornwall
In time, new tourism marketing campaigns will target domestic visitors through digital channels and regional partnerships. These steps aim to increase off-season visits and diversify local tourism offerings.
Moreover, the initiative will explore eco-tourism options, aiming to balance growth with environmental sustainability.
In the meantime, Bryant is considering extending the season in Cornwall, even by just two to three weeks.
“I don’t want to be too specific,” he said. “They’re concentrated a bit and for lots of families it’s really difficult to get away during term time for obvious reasons, but that means the times when they can go away are more expensive. So is there something we can do to balance that out?”
Tourism Tax Shelved
Earlier this summer, Deputy Prime Minister Angela Rayner backed calls for a local tourism levy in England. In response, some councils argued the revenue could fund public services and infrastructure in busy tourist areas.
However, Chancellor Rachel Reeves dismissed the proposal following backlash from hospitality leaders, including those from Cornwall. She said she had decided on tax matters last year, particularly on the “once-in-a-generation budget.”
“We’ll have another budget later this year, and I’ll be setting out our tax policy there,” she told Independent.
As of July 2025, a spokesperson of the Prime Minister confirmed: “We have previously said there’s no plans to introduce a tourism tax in England.”
“Places can already choose to introduce a levy on overnight stays through working with their local tourism sector, using the accommodation Business Improvement District model,” the spokesperson added.
“Tourism obviously plays an important role in the UK’s economy. Inbound tourism is the UK’s third largest service export.
“The UK is the seventh most-visited country in the world, and we’re committed to continuing to support the sector.”
Divided Views on Cornwall Tax
Despite the decision, several mayors—including Greater Manchester’s Andy Burnham and London’s Sadiq Khan—support local control over visitor levies. Specifically, they argue that such tools could support tourism infrastructure and services.
Still, Cornwall Council has not publicly supported a tax. In fact, local business groups welcomed the government’s decision to shelve the idea, citing fears it would deter domestic travelers.
Looking Ahead
With the new promotion campaign under way, the government hopes to build a more resilient tourism sector in Cornwall. Correspondingly, officials also hinted at further support in the autumn budget, including grants for green tourism and coastal revitalization.
In the meantime, industry leaders remain focused on recovery.
Photo by Nick Fewings on Unsplash
