I'm becoming thoroughly sick of television documentaries about Cornwall. Not Cornwall itself, which is a magnificent part of the country, but the endless procession of programmes masquerading as documentaries when they're little more than extended advertisements for the tourist industry.
You know the formula. Sweeping aerial shots of rugged coastlines, fishing boats bobbing in picturesque harbours, and presenters wandering around in a state of perpetual astonishment. Everything is wonderful. Everyone is fascinating. Every little business is a triumph of local ingenuity. Apparently, nobody in Cornwall has ever opened a café or baked a cake without demonstrating some extraordinary connection to the county's ancient and mystical heritage.
What makes it particularly amusing is that so much of the Cornwall they're selling us was created, developed or popularised by people who weren't Cornish in the first place.
Take the Eden Project and the Lost Gardens of Heligan. Both owe an enormous debt to Tim Smit, a Dutchman. The Minack Theatre was the creation of Rowena Cade, born in Derbyshire. St Ives owes much of its international artistic reputation to incomers such as Barbara Hepworth, Ben Nicholson and Naum Gabo. Daphne du Maurier, whose novels helped establish the romantic image of Cornwall, was born in London.
And then there are the surfers. You could be forgiven for thinking Cornishmen had been riding Atlantic breakers since the Bronze Age, such is the enthusiasm with which surfing is presented as part of the county's natural identity. In reality, it's an imported sport with Polynesian origins, subsequently transformed into an entire Cornish industry selling the experience of freedom and escape, complete with wetsuits, surf schools and accommodation packages.
Rick Stein, born in Oxfordshire, helped turn Padstow into a culinary destination, complete with restaurants, shops and television programmes. The town even acquired the nickname Padstein. Here we have the perfect arrangement: a celebrity chef promoting the delights of Cornwall on television while operating a substantial commercial enterprise in precisely the place being promoted.
And we haven't even reached the pasty and ice cream barons.
Ginsters, that great commercial expression of the Cornish pasty, was developed into a national brand by the Midlands-based Samworth family. Kelly's of Cornwall, with its wholesome imagery of local dairy herds and traditional Cornish cream, owes its origins to an Italian immigrant and now belongs to an international food conglomerate. The pasty itself acquired protected geographical status under European Union law in 2011. An ancient Cornish tradition, commercially developed by outsiders and protected by Brussels. Rather splendid, really.
None of this diminishes Cornwall. Quite the contrary. These are examples of enterprise, imagination and outside influences contributing to a distinctive regional culture. Cornwall has its own substantial history, of course, particularly its mining and maritime industries. But the modern tourist image is something else: a carefully cultivated commercial product.
And the business of manufacturing the Cornish dream is hardly new. More than a century ago, the Great Western Railway was promoting the Cornish Riviera, selling an exotic escape from ordinary British life. Its objective was straightforward enough: fill the trains with paying passengers.
Modern television has simply taken over the job. Where the railway had posters and guidebooks, broadcasters have drones, celebrity presenters and lavish production budgets. The underlying message is much the same. Come to Cornwall. Spend your money. Discover something authentic.
Cornwall isn't unique, either. The Lake District has its literary romanticism, Scotland its tartan and Highland mythology, and the Cotswolds their honey-coloured cottages and apparently inexhaustible supply of artisan bakeries. Entire regions have been transformed into commercial brands, their complicated histories reduced to a collection of instantly recognisable images.
There's nothing wrong with promoting a destination, but these relentlessly cheerful programmes seldom explore the less picturesque consequences. Seasonal employment, housing affordability and communities increasingly dependent on visitors don't fit comfortably into the narrative. The cottage that looks delightful on television may be entirely beyond the means of the people working in the café next door.
I don't begrudge Cornwall its visitors or its commercial successes. What irritates me is the pretence that these programmes are exploring real places and real lives when so much of their content functions as destination marketing. There needn't be any formal advertising arrangement for the result to be promotional.
The great irony is that much of the supposedly timeless Cornish identity being celebrated was shaped by people who arrived from elsewhere, bringing ideas and enterprise. Yet television keeps selling us the finished product as though it had emerged fully formed from the Atlantic mist.
The Great Western Railway, at least, had the decency to admit it was selling tickets.










