The Tamar Valley Tourism Association, affectionately known for many years as We Love the Tamar Valley (TAVATA), has rebranded to Visit Tamar Valley.

Established some twenty years ago by an enthusiastic group of likeminded volunteers, the Association has always sought to promote the region. It supports the many small businesses directly involved in, and allied to, the tourism sector - businesses that are vital to the health and wealth of this largely rural economy.

Now it is on the path to becoming a Destination Marketing Organisation (like a tourist board) to promote the Tamar Valley even more as a travel destination.

This year the Association has forged a collaborative relationship with the Tamar Valley Area of Outstanding Natural Beauty that will enable Visit Tamar Valley to become part of the tourism component of the much bigger TAMARA Landscape Project.

Simon Hirsh, Chairman of Visit Tamar Valley said: “After a period of unprecedented challenge, worry and uncertainty for tourism businesses so far this year, we have emerged with a renewed vision and clear mission to support tourism businesses and local partners in the Tamar Valley area.

“We want to help increase visitor numbers and spend in this wonderful protected landscape that bridges Devon and Cornwall.  As a Destination Marketing Organisation, Visit Tamar Valley will be in a strong position to drive awareness of, and interest in visiting the Tamar Valley to both a national and international audience. “Our strengths lie in our collective resources and alliances with key stakeholders, town Councils, tourism partners and such like. These are vital relationships that will allow us to face the coming months and years ahead with optimism, and a very tangible sense of immense excitement.

Sarah Bartlett, Director at Tamar Marketing, and Visit Tamar Valley’s marketing partner went on to say: “Our new identity, brand, and brand values harmonise beautifully with the essence of the region as a whole.

“We all feel a sense of purpose and are very much looking forward to putting the Tamar Valley firmly on the tourism map in a highly visible and meaningful way. With the launch of a brand-new website in the autumn, we’ll be able to speak directly to an audience that is highly engaged with the idea of holidaying in a very beautiful part of the southwest”.