Let’s Go Autumn/Winter Campaign 2026-27
Cumbria Tourism’s ‘Let’s Go’ autumn/winter marketing campaign is designed to inspire new and returning visitors to explore the Lake District Cumbria as a sustainable, year-round destination. The campaign is focused on creating powerful and resonating reasons for visitors to book winter breaks and helping to build momentum for forward bookings.
The local resident market is also key to the campaign, specially targeting Cumbrian residents and those within a 1-to-2-hour drive time of the Lake District, Cumbria. MyCumbria is a key component this winter and an excellent and free platform to reach this market who can and will be exploring at less busy times, often with their visiting friends and family, spending locally. Now is the time to give an offer or refresh a current one before the campaign begins.
We are focusing on monthly themes, supported by online content and social media activity for Cumbria Tourism members to link to. The 2026-27 autumn/winter campaign themes are:
October: Attractions & Families
#CumbriaAttractionsMonth
November: Food & Drink
#CumbriaFoodandDrinkMonth
December: Festivals & Celebration
January: Health & wellbeing
February: Romance, Weddings & Families
March: Outdoor & Adventure
How businesses can get involved
To help you promote #ThePerfectPlaceToBe during winter, we have a Winter Campaign Brochure which contains a collection of opportunities your business can get involved in.
Festivals
Oktoberfest
Thursday 1st to Saturday 31st October 2026
Oktoberfest is a promotional tool to encourage multi-night stays, so visitors to Cumbria sample more of what the county has to offer. Offering something new is a great way to attract new customers and boost seasonal bookings, as well as encouraging repeat visitors.
Based on the world’s largest beer festival, the aim is to keep the celebrations going all month long – taking in October half term and supporting events for all the family to enjoy together.
Find out more about the festival and how to get involved on our Oktoberfest page.
Cumbria Dark Skies Festival
23rd October – 20th November 2026
The Cumbria Dark Skies Festival celebrates the county’s diverse stargazing opportunities and we are looking for events to include in the festival calendar.
You can submit your event details using the free online form, which will be used to create your event listing which will feature in the full programme on darkskiesfestival.co.uk.
There will be collective Cumbria Dark Skies marketing activity for relevant events and activities taking place during the festival period. That includes PR activity, downloadable assets and digital promotion including website, social media and enewsletters.
Find out more about the campaign and access the business toolkit on or Dark Skies Cumbria page and for more on the festival visit the Dark Skies Festival page.
Access Let’s Go campaign imagery
A selection of new ‘Let’s Go’ branded images have been produced and Cumbria Tourism members can use these across their own marketing channels too. Download high resolution images from our Media Library
Please note the campaign images must be used intact and should not be edited in any way from their original format.
If you have any suitable high-resolution images that you have permission to use, then let us know and we would be happy to mock these up using the Let’s Go campaign branding.
Upload your events for free
Cumbria Tourism members can take advantage of the ability to upload an unlimited number of events for free.
Our ‘what’s on’ section is one of the most visited areas of www.visitlakedistrict.com, with our research showing it’s a highly trusted resource for visitors.
It’s easy to do using a simple online form and is another quick way of profiling what’s happening and encouraging people to plan ahead.
The ‘What’s On’ section of visitlakedistrict.com is one of the most-visited areas of the site, so don’t miss this FREE opportunity to feature your events.
Seasonal Special Offers
Launching from 1st October this is a great, free way to promote your your seasonal special offers at a key time of the year. Cumbria Tourism members can advertise up to 2 Christmas-themed offers for free; all you need is the ability to transact online.
To take part, just send over the following to website@cumbriatourism.org:
Name of your product/voucher
Up-to 100 words describing it
A photo of the offer
URL of where it can be purchased
The visitlakedistrict.com listing you’d like the product/voucher to be tied to.
Christmas Advent Calendar
Promote your business and build up your email marketing database by putting forward a prize for our online Advent Calendar, running throughout December. Each day from 1st to 24th December, an advent door will open to reveal a new prize.
All prize draws will be closed and drawn in early January to extend entries and relieve the festive pressure. Over the past three years, the Advent Calendar has attracted over 321,000 entries, resulting in over 42,000 GDPR compliant opt-ins for participating businesses.
Secure your space today by emailing campaigns@cumbriatourism.org.
Make MyCumbria work for your business
Worried about occupancy levels and want to give your accommodation an extra boost? Or perhaps you are looking at ways to attract more visitors to your venue.
You may not have considered our residents-only
MyCumbria card scheme before, but providing a special offer for this audience is a great way to entice potential customers to book. MyCumbria’s marketing channels are also a great free promotional tool.
Contact Ben Melling: BMelling@cumbriatourism.org
Make your exclusive online listings stand out
Are your images and content up-to-date on visitlakedistrict.com?
We recommend your listing contains 200-300 words to describe what makes your business special. Your Cumbria Tourism membership includes up to 20 photos per listing, which is an excellent opportunity to really show you off at your best.
Adding your social media, TripAdvisor, updated awards and opening times also helps visitors find out the most up-to-date information about your business.
See our ‘how to’ guide for more practical help on refreshing your listing, or contact: website@cumbriatourism.org
Share your news
Cumbria Tourism is working with a wide range of national media to ensure we amplify our messaging and gain maximum exposure and reach over the crucial winter period.
By continuing to share your latest news and developments, you give us the best chance of attracting interest from high-profile journalists, broadcasters and influencers. Other newsworthy stories may include:
- What’s new for 2027
- New tours / trails / bookable packages
- New developments, openings and launches
Meanwhile, we are speaking to a variety of quality out-of-county journalists and social media influencers about potential press trips. So please keep telling us about your press trip availability.
Contact pressoffice@cumbriatourism.org
Get In Touch
To find out more about Cumbria Tourism’s winter campaign opportunities, contact the marketing team at: campaigns@cumbriatourism.org