Marketing Cornwall: 8 Trends for Tourism Operators


The finest beaches in the UK. The most dramatic coastlines. Hauntingly beautiful engine houses. Oh, and did anyone mention The Poldark Factor?

With all of our county’s natural assets, it’s tempting to think that marketing Cornwall destinations requires little more than hanging up the Vacancies sign.

But there’s a lot of competition out there. And a race to the top when it comes to meeting visitors’ expectations. Even in Cornwall you need to offer something exceptional to make your tourism business thrive.


What tourists want

For several years I was the managing editor of VisitEngland’s Quality Edge, a magazine for owners of B&Bs, small hotels and self-catering accommodation. In that time, I wrote and commissioned dozens of articles and developed a good sense of what matters to tourists. Here’s 8 things every business should think about when marketing Cornwall destinations.

1 Wellness packages


The Independent Hotel Show has been bigging up the wellness trend for some time now. But what if you don’t have the experience to teach yoga, the space for spa treatments or the cooking skills for elaborate vegetarian fayre? That’s where I’ve seen operators thrive by teaming up with local providers. Relaxing, calming guest house + tai chi instructor (on or off site) and packed lunches from a vegetarian restaurant = a well positioned, marketable offer.

And this principle can be applied to other areas too, such as walking and water sports holidays.

2 Disabled access

Here’s a fact. One in five people in the UK are disabled. In other words, 20% of your potential market. Catering for people with mobility issues, hearing loss, or visual and mental impairment could make a real difference to your bookings. You can market your tourism business’s approach to disability by publishing an Accessibility Guide. See here for more details.

3 Themed rooms

I’ve come across a Harry Potter-themed guesthouse, a large hotel with the décor of an ocean liner and even a hotel themed on, er… llamas. So why not embrace a trend that is on the up and up by finding a theme for your Cornish B&B, guest house or self-catering apartment? It could be a Poldark-inspired 18th century interior with nooks and crannies and open fires. Or something more subtle with an airy beach theme. Whatever it is, it might be a great hook for marketing your Cornwall destination. Just be very careful about copyright infringement and take professional advice if necessary.

4 Good local food

Food with a local flavour will never get old. In Cornwall, we have great food handed to us on a plate. Why not serve homemade jam, fresh free range eggs and locally baked bread at breakfast? Oh, and how about some artfully wrapped Cornish fudge on the pillow?

5 Free WiFi

No ifs, no buts,  good-quality WiFi is essential. In fact, visitors expect it just like they do hot and cold water and a selection of teas in a little basket. It won’t cost you a fortune to sort, so never neglect this essential service.

6 Promotional videos

According to some estimates, by 2020 80% of internet traffic will be video. Which means if you want to keep getting visits to your website, you’ll need to create your own promotional video highlighting your destination’s unique appeal. Shaky cameras, zoom-happy operators and deadpan narratives are out – standards are getting so much higher these days and you really ought to consider bringing in the professionals. If you want to go to town, you could commission a drone for those fabulous aerial shots, another growing trend even among smaller operators…

7 Tailored marketing

Catering for and marketing Cornwall to a particular visitor segment could give you an edge on the competition and a real focus for

your business. From the Chinese and the Americans to age-defined segments such as baby boomers or Millennials, there are very distinct markets you can target to bring in the bookings. To find out more about different segments and how to cater to them, visit www.visitbritain.org/visitor-segmentation.

8 Digital presence

Almost all of the successful tourism operators I have interviewed have a strong digital presence. This means a regularly updated website with good photography, a social media presence (many tweet or post facts about their local area) and a willingness to tackle negative reviews promptly (without getting argumentative) . Follow their example. And play the long game. Start tweeting and posting now regularly and watch your presence – and bookings – slowly but surely grow.

Martin Philp is a freelance copywriter based in Penzance, Cornwall. He helps brands and SMEs find creative ways to talk to customers and attract sign ups and sales. Get in touch on 07414 865222, email, or find out more about how his professional copywriting services can help Cornwall businesses now.

Photos: Crowns, Chris Dart; Wellness, Luca Boldrini; Scones Kathryn Yengel; Sign, Paul Lucas.

All under Creative Commons License.


Copywriter Cornwall – 5 Reasons to Work with Coast Copywriting

Hands up who wants to spend their evenings and weekends blogging and writing content for their business website?


No, it’s not top of many people’s list. But doing that essential marketing in your down time can seem like the only option when you are stacked during the working week.


There is another way. Here’s five reasons to work with Coast Copywriting, a cornwall-based copywriting agency.


1) Professional edge

Coast Copywriting is run by a Penzance-based copywriter who offers over 15 years of experience in the industry. You’ll benefit from copy that catches the eye and pulls readers in. Crucially, your messages will help convince, persuade and charm readers into a response – that precious click, sign up, or sale.


2) Cornwall knowledge

As a Cornwall-based copywriting agency, Coast will tailor your messages so they sit just right with the local market. Roofers, builders, mechanics and solicitors all come to me to help them discover the right tone. Often that means not too slick and fancy, but upfront, honest messages that highlight excellent work and a great local reputation.


3) Tourism specialist

Want to attract clients to our beautiful county? Then it makes sense to work with an industry expert. Martin Philp from Coast was chief writer and editor of VisitEngland’s Quality Edge magazine for B&B owners for several years. He is also an established travel writer and knows how to cast a spell over readers until they can feel our Cornish sands between their toes.


4) Big brand experience

You might like to know you’ll be working with a Cornwall copywriting business that helps the most successful companies in the UK. Brands such as Sainsbury, Asda, The Perfume Shop, Tesco, Heinz, Skinny Cow, Jack Daniels and Dove ask for my help. And I can bring that level of expertise and professionalism to your project, too.


5) Does the writing – so you don’t have to

For small and medium-sized businesses, working with a copywriter can bring sheer relief. No more writing content in your down time means you get your life back. (Hello again to surfing, playing with the kids, Sunday newspapers ­– whatever your thing is.) But most importantly it also means your messages are now working as hard as they can to get clients knocking on your door.


If you are looking for a copywriter in Cornwall, Coast can help you now. To talk about a project, ask for a quote or even get a free bit of advice about copy and marketing, call Martin Philp on 07414 865222 or email.


Martin Philp is a freelance copywriter who provides customer-facing, B2B and internal comms copy for websites, blogs, magazines, brochures, product packaging and more. Take a look at his full range of copywriter services.

Photo credits: Seal: John Stratford; Maze Tim Green; St Michael’s Mount: Vin Lane-Kieltyka – all Under Creative Commons license.