"Green Shoots" of Optimism for Tourism Growth in Devon and Cornwall
Despite facing challenges in recovering pre-pandemic visitor numbers, tourism in Devon and Cornwall is showing promising signs of growth, with a few key attractions leading the way. According to figures from the Association of Leading Visitor Attractions (ALVA), while many of the region's top sites have seen a decline in visitors compared to 2019, there are notable exceptions that suggest a steady recovery.
The Eden Project, located near St Austell in Cornwall, remains the most-visited site in the region with 673,625 visitors in 2024, although this represents a 6% drop from 2023. While this decrease may seem concerning, a spokesperson for the attraction expressed optimism, stating that February half-term 2025 saw a 27% increase in visitors, signaling a positive start to the year. They are hopeful that this momentum will continue through the rest of 2025, providing a boost to both the Eden Project and the broader tourism sector.
Other attractions in the region have experienced similar declines. St Michael's Mount and Tintagel Castle saw drops of 2% and 3%, respectively, in visitor numbers compared to the previous year. However, several lesser-known sites are bucking the trend, with both Haldon Forest and Cardinham Woods seeing annual increases of 10% and 14%, respectively, in 2024. RHS Garden Rosemoor, another popular site, also experienced a slight uptick in visitors, rising from 237,660 in 2023 to 238,030 last year.
Jon Hyatt, chairman of Visit Cornwall, pointed out that while some attractions have not yet fully recovered, there are "green shoots of optimism" as visitor numbers for the Easter and summer periods look strong. He also noted an increase in consumer spending, with the Visit Cornwall website reporting record traffic and engagement. "The positivity is palpable," Hyatt said. "Things might not be booming just yet, but we're certainly seeing improvement compared to the challenges of 2024."
Looking ahead, there is a clear shift in consumer preferences, with visitors increasingly seeking "authentic and unique experiences" rather than just picturesque Instagram shots. As Hyatt explained, "It's about offering experiences that visitors can't get anywhere else, which is where our focus is shifting. Our region’s attractions are thriving and have made significant investments to meet this demand for more genuine tourism."
Despite the challenges posed by the ongoing effects of the cost-of-living crisis, which have impacted both consumer spending and operational costs at tourism sites, the overall growth in the sector remains steady. According to ALVA director Bernard Donoghue, 2024 saw modest growth in visitor numbers, with many attractions working hard to adapt to changing economic conditions and shifting consumer habits.
As 2025 progresses, the tourism sector in Devon and Cornwall is expected to continue its gradual recovery, driven by both established attractions like the Eden Project and emerging destinations offering unique and authentic experiences that cater to the evolving demands of modern travelers. The ongoing recovery of these "green shoots" bodes well for the region's tourism economy as it works towards a brighter and more sustainable future.