Two passengers have died and seven others have been seriously injured after a coach ploughed into a hedge and crashed.
The coach, believed to be carrying passengers aged 60 and over, crashed on the A387 at Morval, at around 1pm, Devon and Cornwall Police said.
A woman died at the scene while a second person was pronounced dead on arrival at Derriford Hospital in Plymouth, police said.
It is understood the bus was taking mainly OAPs on a trip to the popular seaside town of Looe when it careered off a winding road.
Photographs taken at the scene show some of the coach's distinctive blue and red seats lying across the road.
A police spokesman said: "The collision has been declared a major incident and numerous emergency services are at the scene dealing with the collision."
Three air ambulances, one from Cornwall and two from Devon, flew to the crash site to tend to the passengers.
All seven seriously injured have been taken to Derriford Hospital, a South West Ambulance Service (SWAS) spokesman said.
Meanwhile, other passengers aboard the coach were taken to a nearby village hall where four walking wounded were treated and tea and coffee was handed out, according to the spokesman.
Roberta Powley, who lives in the nearby village of No Man's Land, said she had been told the coach had been taking pensioners on a trip to Looe when it crashed near the Snooty Fox country hotel.
Passengers have been taken to the nearby Memorial Hall, where locals are handing out tea and coffee.
Mrs Powley said: "I think they were all OAPs on a trip. they were heading down to Looe. They have opened up what used to be the Memorial Hall in Morval and giving them tea and coffee.
"I was told the coach crashed at the Snooty Fox, and that is up a very steep hill going down into Looe."
The coach was travelling towards Looe from the direction of Plymouth, between Sandplace and Widegates, when it crashed.
Devon Air Ambulance tweeted a message of condolence to those injured.
They posted: "Our 2 helicopters have taken patient each from major coach rtc this afternoon near£Looe to @derriford-hosp thoughts with all involved sb."