A Newquay business group is encouraging visitors not to stay away from the town during Boardmasters week, saying outdated perceptions about congestion are affecting trade.
Boardmasters 2026 will take place between 5 and 9 August at Fistral Beach and Watergate Bay, attracting tens of thousands of visitors to Cornwall.
However, Newquay BID says some people continue to avoid the town during the festival because they believe roads are heavily congested and the town centre is overcrowded.
Mark Warren, manager of Newquay BID, said transport and traffic management arrangements had improved significantly in recent years.
He said: "There is still this perception that Boardmasters week is a complete no-go zone for Newquay, that traffic is at a standstill and the town is jam-packed everywhere you go.
"The reality is that this simply isn't the case anymore."
Mr Warren said more festivalgoers are now travelling by coach and public transport, reducing pressure on local roads.
He added that some businesses found parts of the town centre quieter than expected during last year's event.
"Last year, if anything, the town centre was actually too quiet in places during Boardmasters week, which was disappointing for many businesses because August should naturally be one of our busiest trading periods," he said.
Newquay BID says improvements to rail services, park-and-ride facilities, traffic management and parking provision have helped ease concerns around accessibility during the festival.
The organisation is urging visitors to continue visiting the town throughout the week and support local businesses.
Mr Warren said: "The beaches are stunning and often quieter than people expect. Our award-winning restaurants, bars, cafés, independent shops and hospitality businesses are all open and ready for visitors."
He added that Newquay BID is working with partners including Boardmasters, Wax Events and Newquay Town Council to promote additional activities in the town centre during the festival.
New events are planned around Killacourt this year as part of efforts to encourage visitors to spend time in the town as well as at the festival sites.
Boardmasters is one of the UK's largest surf and music festivals and is expected to bring thousands of visitors to Newquay again this summer.
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Newquay BID launches campaign to encourage visitors during Boardmasters week