Half-term made easy, with a ‘MyCumbria’ residents discount card!

Your journey

As the February half-term holidays edge closer, families can help support hundreds of Cumbrian attractions at discounted prices with a MyCumbria discount card.

The cards, produced by Cumbria Tourism, are valid for anyone who lives or works in a CA or LA postcode area (including in north Lancashire), with exclusive special offers including half-price entry to Lakeside & Haverthwaite Railway, 50% off at South Lakes Safari Zoo and 20% off at Treetop Trek.

Also among the hundreds of discounts and exclusive offers are 2 for 1 deals at Lowther Castle, selected local cinemas, South Tynedale Railway, Rheged Indoor Play & cinema, Lakeland Wildlife Oasis, the Coniston Steam Yacht Gondola, the Senhouse Museum, Farfield Mill and afternoon teas at participating hotels.

Plus, for any holiday-weary grown-ups, stay with a friend or loved one at Lakeside Hotel & Spa any Friday night between now and 31st March for only £69 per person (based on two people). The brand-new offer includes dinner (with an allowance of £39 per person), bed & breakfast and unlimited use of the pool and leisure facilities throughout the stay.

Other brand-new offers added to the MyCumbria card just in time for the half term break include:

Mountain Adventure Lake District: One child goes free – on any activity, when accompanied by two paying adults.

Ruskin Museum, Coniston: Two adults for the price of one; with the same offer for children. A family ticket (two adults and two children) is £9 instead of £16 for card holders.

Grasmere Gingerbread spoon competition: Collect a free spoon to paint for their special spoon garden during the half-term holidays. All will be entered into a competition to win an Ultimate Cumbrian Hamper.

Gaynor Anderson – who oversees the MyCumbria card scheme at Cumbria Tourism, says, “This is a great card you just can’t afford to leave your home without. It’s not just great for families, but it’s a really strong way of supporting businesses here in Cumbria as 2019 gets into full swing. The team here has worked really hard to put together these offers, which should see big savings made really quickly over the half-term break and beyond.”

Details of every offer are online at http://mycumbriacard.co.uk/

Cumbria Tourism welcomes Thomson Hayton Winkley as new Strategic Partner

Your journey

Thomson Hayton Winkley Solicitors have been unveiled as the latest organisation to be named as one of Cumbria Tourism’s official Strategic Partners.

The company joins a select group of influential tourism-related businesses who share Cumbria Tourism’s core values and desire to significantly grow the value of the county’s £2.9billion tourism sector for the local economy.

Thomson Hayton Winkley employ around 100 staff and provide legal services for tourism and hospitality businesses across Cumbria and beyond. As well as operating a legal helpline, it has five offices in South Cumbria: in Kendal, Windermere, Kirkby Lonsdale, Grange and the Junction 36 Rural Auction Centre.

Director John Cooke says, “It’s easy to think of tourism businesses as hotels and guesthouses, pubs and restaurants, but it is of course much wider ranging than that. We recognise the value of all businesses to the Cumbrian visitor economy and we aim to support them and build longstanding relationships.

“We have a strong history of representing clients in the tourism industry, so becoming a Strategic Partner means we are cementing that expertise in a way which helps us support Cumbria Tourism, its member businesses and other like-minded organisations who want to see the visitor economy grow and prosper for the benefit of everyone.”

Our Managing Director, Gill Haigh, says, “We are proud to be one of the largest member Destination Management Organisations (DMO) in the UK and our Strategic Partners are a core network of organisations who want to get behind us share their collective expertise to champion the delivery of effective destination marketing for the county. It is important to draw on the experience and enthusiasm of companies like Thomson Hayton Winkley who have an in-depth understanding of the different parts of our £2.9billion tourism sector and can help us drive forward for the future.”

Thomson Hayton Winkley has expertise in areas such as buying and selling property and businesses, helping start-ups, dealing with disputes, employment matters and terms of business and helping people plan for the future.

Cumbria Tourism’s other Strategic Partners include:

  • ABP (Associated British Ports) Barrow
  • The Cumberland For Business
  • Forestry Commission England
  • Inspired Energy
  • Lake District Estates
  • Lamont Pridmore
  • NFU Mutual
  • University of Cumbria
  • United Utilities (Cumbria Tourism patron)
  • Windermere Lake Cruises

More information can be found at www.cumbriatourism.org/strategic-partners.

Cumbria’s longest-running trade show set to be a record-breaker

Your journey

Event to feature Brexit-themed debate for businesses

It may be in its 44th year, but the Lakes Hospitality Trade Show  is shaping up to be the biggest yet with a record-breaking 140+ exhibitors now signed up for the event. It’s also been revealed that a series of free workshops and seminars will feature a topical Brexit-themed debate just two weeks before the UK’s planned departure from the EU.

Momentum is building for Cumbria’s longest-running trade show, which will bring together a diverse range of hospitality businesses from across Cumbria, Lancashire and Yorkshire at the Junction 36 Rural Auction Centre on Wednesday 13 and Thursday 14 March 2019.

For the second year running, the Lakes Hospitality Association (LHA) is teaming up with Cumbria Tourism to stage the event, which this year coincides with the final countdown to the Brexit deadline.

Cumbrian hotelier and Director of the Lakes Hospitality Trade Association, James Tasker, says, “Businesses are telling us that Brexit is the hot topic they cannot ignore, so we’ve decided to stage a special panel debate as part of the show where businesses can explore how Brexit might impact them. That includes the steps they can take to maximise the positives and minimise the negatives.

 “It’s just one of a series of workshops and seminars being held across the two days looking at industry news and trends, from tackling chef shortages and diversifying your business to creating a digital marketing plan and working with social media influencers. With more than 1,200 people attending last year’s show, the event is an annual focal point for the region’s hospitality industry and it is a real opportunity to build relationships, showcase new developments and prepare for the year to come.”

Attendance for the 2019 Lakes Hospitality Trade Show is free and delegates can book ahead for the workshop sessions, including a place in the audience for the Brexit Panel Debate at 10.30am on Wednesday 13 March.

Show your pride on #CumbriaDay

Your journey

Cumbria Tourism is urging businesses, residents and visitors alike to voice their love for the county as part of this year’s Cumbria Day this Wednesday 23 January 2019.

Cumbria Day will see businesses from across Cumbria being brought together by the county’s six MPs in the Palace of Westminster, alongside representatives from key organisations including Cumbria Tourism. To support this high-level celebration of all things Cumbrian, the county’s official Destination Management Organisation has launched an online campaign across its 300,000 followers on social media to get #cumbriaday trending.

At the same time, Cumbria Tourism is urging its 2,500 member businesses and partners to throw their weight behind the event by sharing #cumbriaday and showcasing why it is #theplacetobe. The organisation is also encouraging Cumbria fans to share their best images, anecdotes and fun facts about the county – whether that’s someone who’s visited in the past, has family connections to the area or simply admires the Lake District, Cumbria from afar.

Managing Director of Cumbria Tourism, Gill Haigh, says, “It’s little wonder that visitors come back to Cumbria again and again. It is a unique and dynamic county full of diverse businesses, world-class landscapes and authentic people who are staunchly proud of this special place.

“As an organisation, we’re also immensely proud to be part of the event at Westminster, which gives us a chance to showcase some thriving Cumbrian businesses to decision-makers at the heart of government. Importantly, Cumbria Day also gives anyone with a passion for the county a real opportunity to shout about our successes and explain why Cumbria is so vibrant, surprising and unique.”

 She adds, “This is a great opportunity to share how proud we are to live, work or just love this wonderful part of the world and raise awareness with visitors – old and new. Let’s get #CumbriaDay trending!”

People can get involved by following @golakes and @cumbriatourism and sharing stories on social media.

Complimentary Business Support / Health Check

Your journey

Cumbria Tourism has recently been successful in bidding to be a partner in the Cumbria Growth Catalyst programme, which is a business support service funded by the Department for Business, Energy and Industrial Strategy (BEIS), through Cumbria Local Enterprise Partnership.

The service is for small-to-medium sized enterprises in Cumbria and will provide up to three-hours business support/health check, resulting in an action plan and referral record for your business; in addition, there will be 12-hour bespoke intensive sessions for businesses that have an aspiration for high growth over the next three years. We will also be providing some FREE business support workshops over the next 15 months (see first in the series below).

As a member of Cumbria Tourism, we would like to reach out to you and offer this complimentary business support, and ask you to register your interest to book an appointment for one of our team to visit you at your business.

To check if you are an eligible business and to register your interest, please contact sglover@cumbriatourism.org or call 01539 822222.

35th Lakeland Book of the Year Awards inspire world-class writing

Your journey

Amateur and professional writers from across Cumbria and further afield are in with a chance to receive widespread recognition with the 2019 Lakeland Book of the Year Awards.

Entries are now open for the prestigious competition, which can include any book published in 2018 set in or featuring Cumbria. Founded by Hunter Davies OBE 35 years ago and supported by Cumbria Tourism and main sponsors James Cropper, the Lakeland Book of the Year celebrates the amazing variety and quantity of writing that the Lake District, Cumbria inspires. The winner is whittled down from around 70 books each year, clearly showing that Cumbria is just as inspirational as when it was the setting for the work of Wordsworth, Coleridge and Southey.

Each category winner (five in total) will receive a prize and recognition of their high-quality publication as one of the best from the last 12 months. However, only one of these will receive the ultimate accolade of the Hunter Davies Lakeland Book of the Year 2019.

The all-star judging panel with the task of reading all entries and selecting the shortlist and final winner are:

  • Head judge and founder Hunter Davies OBE (prolific author and regular contributor to The Times, The Sunday Times, The Guardian and the Daily Mail)
  • Eric Robson (broadcaster and Chairman of Cumbria Tourism, The Wainwright Society and Gardeners’ Question Time)
  • Fiona Armstrong (ITV and BBC newscaster, author, journalist and Lord Lieutenant of Dumfries).

All six prizes will be presented at a charity awards event at the Castle Green Hotel, Kendal on 16th July 2019. Attended by authors, publishers and book lovers from throughout Cumbria and beyond, this annual event has raised thousands for well deserving local charities.

Award Categories:

  • The Zeffirellis Prize for People and Business
  • The Striding Edge Prize for Guides and Places
  • The Bill Rollinson Prize for Landscape and Tradition
  • The Latitude Press Prize for Illustration and Presentation
  • The Bookends Prize for Art and Literature
  • The Hunter Davies Lakeland Book of the Year 2019

 

Judge Eric Robson says “The Lakeland Book of the Year Awards – now in their 35th year and still going strong – are one of the most prestigious awards in the country and I am proud to be a long-term supporter. Cumbria and the Lake District are home to some of the most inspiring landscapes in the world and every year I am blown away by the staggering range and quality of entries we receive – it’s a delight and a privilege to read every single one of them”.

The awards were founded by Hunter Davies and Cumbria Tourism (CT) and are managed by organisers Chris Tomlinson OBE, Affra Hartree and Vicky Robinson MBE, with support from CT. Last year’s winner was “Picture of Cumbria” by Phil Rigby.

The deadline for submissions is the 22nd March 2019. Entry forms are available at www.lakelandbookoftheyear.co.uk or from Cumbria Tourism (01539 822 222).

Official government formal negotiations for a Tourism Sector Deal are now underway

Your journey

Cumbria Tourism has been lobbying hard for the Deal which would deliver a range of support for the industry, including the potential of Tourism Action Zones.

At the end of 2018 we hosted Visit Britain policy colleagues on a fact-finding mission and on 30 January we were pleased to coordinate a visit by the Department for Digital, Culture, Media and Sport’s new Head of Tourism Sponsorship and Strategy, discussing the opportunities and potential to work together with Government to grow the value of tourism to the county as a whole.

We are delighted to have the support of partners at Cumbria LEP, LDNPA and local authorities in this important activity and look forward to further collaborative working and high-level discussion as the Deal progresses.

Results of Cumbria Visitor Survey revealed

Your journey

The results of an important countywide survey to discover the most up-to-date habits of the visitors who drive Cumbria’s £2.9 billion tourism industry are out.

Conducted once every three years, the Cumbria Visitor Survey is a vital part of Cumbria Tourism’s research work and is the only in-depth source of county-wide information on our visitors – revealing where they come from, who they are with, why they come and what they do while they are here. Crucially, they also disclose valuable information about trends and changes in visitor behaviour.

Carried out in conjunction with the majority of Cumbria Tourism’s local authority partners, the Lake District National Park Authority and the Local Enterprise Partnership, the survey involved the completion of 1,400 in-depth, face-to-face questionnaires over a four month period. A wide variety of questions ranged from how much they spend to what influenced their choice of accommodation and how they preferred to book their trips to the county.

As part of Cumbria Tourism’s aim to spread tourism countywide, a new question was introduced to see if people were visiting new places. Three in ten (29%) said they had only visited new places during their visit and 47% were visiting a mixture of old and new places.

Other key findings from the latest research include:

  • 18% of visitors were in Cumbria for the first time.
  • A third (32%) travelled from within the North West region. More than half of all those visiting for the day (56%) were from the North West and almost a quarter (23%) of those staying overnight were North West -based.
  • Pleasingly, visits from the South East increased from 7% in 2015 to 11% in 2018. 17% of first time visitors were also from the South East, up from 8% in 2015.
  • More than 2 in 5 overseas visitors were either from the USA (24%) or Australia (19%)
  • Overseas visitors spent an average of £810.76 per party per trip, compared to UK visitors who spend £659.15 per party per trip
  • 10% of visitors used Cumbria Tourism’s GoLakes website to find out about visiting Cumbria
  • 15% of visitors had a dog or dogs with them
  • 94% of all visitors said they felt either very much or ‘quite a lot’ better mentally while visiting the Lake District, Cumbria
  • 96% of visitors rated their trip as good or very good.

 

Cumbria Tourism’s Managing Director, Gill Haigh, says, “Cumbria is an area where the visitor economy has particular significance to the local economy and communities. Now with two UNESCO World Heritage Sites we have a game changer for the county as a whole and our ambition is to sustainably grow the value of tourism with specific focus on converting day visitors to staying visitors and delivering the ‘attract and disperse principle’. We also want to grow the visitor economy outside of the summer months, and to increase international visitor stay and spend.”

“Our role as the Destination Management Organisation for the county means we are in a unique position of working across local authority boundaries with our partners, to ensure we get the fullest, most accurate picture of visitor behaviour.

“The Cumbria Visitor Survey is a key piece of research to assess how the county is performing against these objectives, as well as to identify long-term trends and ensure we and our member businesses focus resources in the right place at the right time.

“It’s vital that Cumbria Tourism’s marketing, strategy and lobbying work continue to be truly insight-led and visitor-focused. This research gives us current, reliable evidence direct from visitors and enables us to make informed decisions about a wide range of activities and themes.

For example, targeting the most relevant international markets and developing high-quality content around topical issues like health and wellbeing which genuinely resonates with the people we want to attract.”

Cumbria Tourism takes the lead on the Cumbria Visitor Survey with support from seven local authority partners. That includes Cumbria Local Enterprise Partnership, The Lake District National Park Authority, Allerdale Borough Council, Carlisle City Council, Copeland Borough Council, Eden District Council and South Lakeland District Council.

The full detailed report is available at a reduced price of £50 for Cumbria Tourism members HERE (or £150 for non-members).

Draft Planning Response Framework

Your journey

Cumbria Tourism’s wealth of research and insight puts us in an informed position to offer evidence not only to lobby and inform our  own activity but also  to support individual member development plans.

We have recently increased the amount of research freely available to our members . For access to our research please visit www.cumbriatourism.org/research. This  free access to our research is an exclusive benefit to CT members only .

We can also provide letters to support your own business development proposals, another free and exclusive benefit for our members.

We have produced a draft planning response framework to guide our activity and would welcome your comments on the draft framework. Please send comments to us by the end of February.