Tourism Intelligence

Understanding our visitors, why they visit and what they do helps us to develop and promote one of Britain’s truly world-class destinations.


Research is key in achieving a continuously improving tourism destination that enhances the visitor experience and keeps people coming back again and again. An evidence-based approach is used to inform tourism management, development and marketing to help maximise resources. The research department delivers core activity to provide tourism organisations, businesses, and other partners with vital market intelligence and up-to-date analysis of business performance and economic impact.

Business Performance Survey 2022

Our business survey, which takes place every six months, offers tourism businesses across the whole of the county the opportunity to share their hopes and concerns about the industry.

Click HERE for a brief overview of our Autumn 2022 survey.

Thank you to all those who contribute, together we can make our voices heard.






Cumbria Visitor Survey

Cumbria Tourism commissioned Enventure Research to undertake its 2018 Visitor Survey. 1428 interviews were completed across Cumbria during June-September.

The infographic below show some key findings and the full report can be purchased at HERE.

View Infographic

We are currently undertaking a county-wide survey into visitor trends and behaviour, with more than 2,000 face-to-face interviews being carried out Summer/Autumn 2022.






Research for the Sector

Regular research undertaken by our research team includes:

  • Monthly occupancy surveys with all types of accommodation providers, over 200 participants.
  • Countywide visitor surveys, 2018 survey the most recent.
  • Data collection from Tourist Information Centres and visitor attractions.
  • Annual tourism economic impact assessment.
  • Regular analysis of accommodation stock composition.
  • Tourism Business Performance Surveys

Cumbria Tourism Research Reports

You can purchase invaluable research to help you benchmark your business against others, and provide you with key stats to help you plan future investment and marketing activity.

Research reports available fall into the categories below:

  • Business Performance
  • Visitor Markets
  • Accommodation
  • Attractions

If you are a Cumbria Tourism member you would also receive a 20% discount off the fee.

  1. Purchase reports

Join the Accommodation Occupancy Survey

Each month around 200 accommodation providers participate in our occupancy surveys.  The data is analysed and averages are calculated for the region. It is free to participate and can help you benchmark your business against others. Contact Helen Tate to sign up at