Cumbria Tourism Brands

Complementary brands in the Cumbria Tourism family

Cumbria Tourism Brands

As part of its day-to-day activity, Cumbria Tourism takes the lead on a number of key events and initiatives to help grow the value of tourism and enhance the county’s reputation as a destination.

As the official Destination Management Organisation (DMO) for the county, Cumbria Tourism oversees – the most wide-ranging and up-to-date online platform for potential visitors to the Lake District, Cumbria.

The website has more than 22 million page views each year with the latest Cumbria Visitor Survey showing that almost a fifth of total visitors use it to help plan their visits.


Cumbria Tourism’s award-winning MyCumbria card is a membership scheme exclusively for people who live or work in the county. Offering a fantastic range of discounts, it is a great promotional tool for tourism and retail businesses which want to generate additional footfall and encourage repeat business.

We also partner with Cumbria Community Foundation, which receives 10% of income MyCumbria card sales to support charitable services in local communities.

Cumbria Tourism Awards

Our annual awards celebration showcases the very best of our world-class destination, with all our high-achieving finalists consistently demonstrating high quality products, experiences and customer service for visitors to the Lake District, Cumbria.

As Cumbria’s Destination Management Organisation (DMO), Cumbria Tourism is able to put forward the majority of winners to represent the county at national level with the VisitEngland Awards for Excellence.

Lakeland Book of the Year

Cumbria Tourism has been a long-standing supporter of Lakeland Book of the Year, an annual competition celebrating top quality writing inspired by our diverse and stunning county.

We are now responsible for the full running of the awards and continue to showcase an incredible writing talent covering a wide range of rich and varied themes.