IF you're involved in Cornish tourism and the weather forecasters predict another barbecue summer, don't panic.

In a survey of 500 groups of holidaymakers carried out by Penzance-based firm West Cornwall Cottage Holidays (WCCH), only 10% say that fine weather is the key element to their holiday.

And Austyn Hallworth, WHCC's managing director, says that Cornwall's tourism industry should work much more closely together to promote the county as an all year round, all-weather, experience-rich destination.

The survey shows that the majority of visitors come to the county to enjoy a wide range of experiences, including walking and cycling, sea sports, historic gardens and houses, touring the county and enjoying the sights.

Choice

An overwhelming 98% of those surveyed said it was the location itself that was the most important attraction when coming on holiday to Cornwall, with 92% also basing their holiday choice on their interests and not the weather.

Mr Hallworth said: "After the last three washout summers culminating in the predicted barbecue summer last year that failed to materialise, if Cornwall was a beach and weather destination, we would be dead on our feet by now.

"But the reality is that last year, on the back of two poor weather years and a recession, we saw increased numbers of people booking their holidays with us.

"The survey has confirmed without question that it is not the weather that is the driving factor in people's decision to come to Cornwall, but the wealth of things to do.

"But as an industry do we really get that message across? I would have to say I don't think we do. We really need to pull together much more closely – accommodation and experience providers and travel operators alike – to really push Cornwall as the all year round, experience-rich destination that it is."

Other findings from the survey revealed that 42% of those surveyed also planned a holiday abroad in addition to their UK break; 79% planned to come back to Cornwall in 2010; and 70% would also be taking short-break holidays, the overwhelming majority in autumn and spring.

Malcolm Bell, who took up his post as head of tourism for Cornwall on January 4, believes the survey findings reflect the way in which visitors want to experience Cornwall today. "I think it is positive that visitors to the county, through surveys such as this, are saying they choose to visit Cornwall because they enjoy being here and because it delivers the experiences they are looking for.

"Can we do more to improve tourism in Cornwall – absolutely, and as an industry we must look at where those improvements need to be made.

"We must work together to ensure that our existing visitors not only keep coming back but that we attract new visitors," said Mr Bell.

The survey was conducted by West Cornwall Cottage Holidays in October, sent out to its customers who had stayed with them during the 2009 season.