12 months on from the beginning of the Covid-19 pandemic, Cumbria Tourism MD Gill Haigh evaluates at the impact of the Coronavirus on the county’s tourism industry, and how the county’s official Destination Management Organisation (DMO) is using the lessons learnt to come back stronger than ever.

“Looking back to March 2020, it’s hard to imagine that at the time we had almost no idea of how much life was about to change. Spring is a vital time for our industry – after the quieter winter months the Easter holidays are really when hospitality reawakens. Many businesses were putting the final touches in place to welcome back visitors following exciting new renovations and updates when news of lockdown broke, and all our plans went out of the window.

“It has been an extraordinarily difficult year but I’m immensely proud of how our industry has worked together to survive, innovate and diversify ready to come back stronger than ever in 2021. Despite being unable to meet in person I feel as though I know our members better than ever, one silver lining has been the opportunity to reach out personally to so many business owners across Cumbria as we campaign on their behalf and help them connect with others in similar situations. Our free members’ webinar programme has also allowed businesses from across the county to listen to and engage with a wide range of industry experts and national hospitality figures to help give them the information they require.

“The pandemic has also highlighted the importance of Cumbria Tourism to the county’s wider economy, in no small part due to the vital contribution of all our members, staff and board. I am very proud that our consistent lobbying activity has delivered clear results to the benefit of many businesses, as well as supporting those falling through the cracks. Last month’s budget announcement included several specific policy points which we had campaigned for, including the furlough extension, Business Rates relief and the retention of the 5% VAT rate, all of which are vital to provide businesses with the safety net they need to bounce back as quickly as possible. Cumbria Tourism has also been instrumental in the recent announcement for a DMO review, an independent analysis of how destinations should be supported as we build back better.

“The pandemic has highlighted the important role that DMOs play. As well as marketing the region we are also a direct conduit between visitors, businesses, and Government, allowing us to react quickly and efficiently as situations demand. We also achieve more when we work together – during the last year we have further strengthened our links with partners across the North West, allowing us to speak with a strong, unified voice.

“As we look ahead to the next stages of the Government’s road map, we are here to support businesses to welcome visitors safely and responsibly. We undertook in-depth visitor research last summer to better understand the background and needs of returning and first-time visitors and we are now in a fantastic position to encourage new and returning tourists not only to support local businesses, but also to explore every corner of Cumbria. Alongside partners we have developed a comprehensive strategy to support visitor experiences and visitor management throughout the county – not only creating a better experience for visitors but also benefitting our communities and their economies.

“One year after lockdown began is a good opportunity to look back and take stock but there is still work to do. Our #theperfectplacetobe Destination Recovery Marketing campaign strategy looks beyond the spring and summer right through to 2022 and we will continue to adapt and refine as the realities of a post-Covid world become clearer. What is certain, however, is that no matter what happens in the future, Cumbria Tourism will continue to be at the heart of the sector, championing and supporting businesses, working alongside partners to promote, celebrate and manage our unique county to visitors the world over.”

To learn more about the work of Cumbria Tourism and the benefits of membership, visit www.cumbriatourism.org or contact a member of the team by emailing membership@cumbriatourism.org or calling 01539 822 222.

Safe, open outdoor spaces and welcoming businesses are the key themes for Cumbria Tourism’s 2021 Holiday Guide, and Lake District-loving celebrities have shared their reasons why the county is #theperfectplacetobe for a post-lockdown break.

Including personalised messages from stars including outdoors champion Julia Bradbury and Cumbria’s very own Helen Skelton, the 100-page guide celebrates the very best of what Cumbria has to offer and encourages visitors to plan and book their post-lockdown trips ahead.

Following the unveiling of the Government’s ‘Roadmap to Reopening’ the outdoors is set to be more important than ever and tourists will be looking to get outside in the fresh air alongside families and household bubbles.

The 2021 Guide forms part of the recovery campaign that Cumbria Tourism is delivering on behalf of the whole county. It provides a wide range of options for all abilities, highlighting quieter gems such as the Cumbrian coastline, the Eden Valley and Morecambe Bay as well as inspiration for activities and adventures.

“Cumbria truly is the perfect place to be for a staycation once it’s safe to travel again” says Gill Haigh, Cumbria Tourism Managing Director. “After such a long wait we’re excited to welcome visitors back to our county safely, and with so many amazing options on offer where better to enjoy the fresh air?

 “Whether they’ve been inspired to try out paddle boarding on England’s longest lake, or experience forest bathing in the country’s only mountain forest everyone will be inspired to book their stay after picking up a copy.”

Foodies will have plenty to salivate over as well, with pages of mouth-watering photography highlighting the county’s tasty treats. In addition to the county’s eight Michelin Stars, newly announced for 2021, the Guide includes a fantastic range of businesses showcasing the very best of local produce. Local MasterChef 2019 winner Irini Tzortzoglou also features, highlighting the county’s culinary delights.

Alongside information on important information such as disability access, dog-friendly accommodation and electric vehicle charging points, the Guide also highlights the attractions, restaurants and accommodation providers which have signed up to the national ‘We’re Good to Go’ accreditation scheme.

Identified by a ‘green tick’ logo this scheme highlights businesses with Covid-secure measures designed to safeguard visitors, staff and local communities, allowing tourists to book with confidence.

“Safety must come first”, continues Gill Haigh “and I’m immensely proud of the hard work our industry has put in to limit the risk of spreading Covid-19 without losing what makes Cumbria such a special place to visit. The ‘Good to Go’ accreditation gives visitors peace of mind that their safety is a key priority – all they need to do is look out for the green tick.”

The 2021 Visit Lake District, Cumbria Holiday Guide is available now and UK residents planning their next staycation can order a copy to be delivered for free at www.visitlakedistrict.com/offers/order-a-free-holiday-guide.

A Cumbrian legal firm with a speciality in working with the hospitality and tourism sector says the impact of the pandemic over the past 11 months has thrown up a range of issues for the industry, with various legal implications.

Stuart Bailey is a senior solicitor at Thomson Hayton Winkley, which has five offices and employs around 100 people in the county. He specialises in commercial property for retail, leisure and hospitality.

Stuart says, “COVID19 has had a devastating impact on the tourism trade in the Lake District, Cumbria. Although the relaxation of restrictions last summer saw a dramatic increase in levels of tourists, uncertainty remained and hospitality, tourism and retail business businesses now face further problems due to the cumulative effects of the second lockdown 2, Tier 4 and the current ‘lockdown 3’.

“Some businesses were unable able to open at all or have already gone bust, but whilst many did continue to trade when they could, it was with reduced turnover and income.

“Businesses have to incur the extra cost of complying with COVID-19 measures and some have had to reduce their supply of services to ensure safe distancing and as a result have had to lay off a number of staff. Whilst the extended furlough scheme has been a welcome lifeline, that and the various grants available may not be enough for some.

“We have certainly seen an upturn in clients seeking advice in areas such as tenancy and lease agreements, employment issues and business succession planning. It will be interesting to see what the local situation will be as we move forward into spring and summer with   hopefully – the vaccine allowing the industry to open up again.

“Most businesses have also had to bring in measures to ensure that they are COVID-secure. Despite masks and social distancing becoming the norm, there have sadly been reports of customers failing to comply and indeed there has been a noticeable increase in numbers of staff being subjected to verbal abuse.

“Recently the Supreme Court has ruled – on appeal – that a number of insurers should pay out under their disruption insurance policies, which will be a boost for some businesses. We are following this story with interest, and hope that it does bring the anticipated pay outs that might make all the difference to some.

“Despite the doom and gloom, there does seem to be positivity that we can bounce back. Visitor research carried out by Cumbria Tourism in the autumn suggests consistently high levels of guest satisfaction and an intention for people to return when it is safe to do so.

“After all, the fells, lakes and beautiful Cumbrian scenery will still be there. Whether all the shops, bars, cafes and restaurants that serve the tourists will be there too is of course another matter. But some are learning from the pandemic and adapting their business models so, there is reason to be positive.”

Thomson Hayton Winkley’s workforce includes a specialist rural team at J36 Rural Auction Centre, as well as offices in Grange-over-Sands, Kendal, Windermere and Kirkby Lonsdale.

The company is also a Strategic Partner of Cumbria Tourism and can assist any tourism-related businesses with their legal needs. This includes free advice via a special phone helpline for Cumbria Tourism members.

With young people’s jobs and career prospects hit disproportionately hard by the pandemic in recent months, one leading Lake District restaurant is forging ahead when it comes to inspiring Cumbria’s next generation of industry leaders – ahead of National Apprenticeship Week (8 to 14 February 2021).

The Michelin-starred Cottage in the Wood in Whinlatter Forest is offering its four newest recruits a combination of apprenticeships and on-the-job training in partnership with the University of Cumbria, as part of its vision to nurture new talent and help young people forge ahead with meaningful long-term careers in the tourism industry when the current restrictions ease.

All in their 20s, the full list of new staff starting at the Cottage in the Wood this Spring will be Cockermouth-based Sophie Court-Oak and Josh Crowther, along with Daisy Wright from Wigton and Helé Seymour, who is originally from Parsonby near Aspatria.

28 year old Helé will be developing her skills as a Sommelier while working towards her Senior Leader Masters degree Apprenticeship. She recently moved back to Cumbria following several roles in the Scottish wine trade, including a wine importer, a small distillery and a wine wholesaler.

 She says, “I spent last March’s lockdown in Cumbria and reconnected with a love of the Lakes and the lifestyle it provides. So I jumped at the prospect of the Sommelier job with a small Cumbrian business which not only operates at a Michelin-starred level, but also has a fantastic energy and friendliness about it.

 “I’m particularly looking forward to interacting with guests and advising them in a knowledgeable but down-to-earth way.”

Meanwhile, 24 year old Sophie Court-Oak and 23 year old Daisy Wright will both be starting their Chartered Manager Degree Apprenticeships at the University of Cumbria in 2021.

At the same time, they will be supporting the Cottage in the Wood’s Restaurant Director Monika Zurawska with front-of-house activities in the bar and restaurant.

Although Daisy’s first job was in administration, she has redirected her attention to gaining practical hands-on training in food and beverage, while Sophie’s long-term goal is to own her own café.

The Cottage in the Wood’s fourth recruit, Josh, will be starting a six-month stint in the kitchen this Spring. The placement is part of the Government’s Kickstart Scheme to create new job opportunities for 16-24 year olds and will be a rare opportunity to help with food preparation behind the scenes at a Michelin-starred restaurant and develop specialist skills such as breadmaking.

It comes as a fifth member of staff, Emily Leadbetter-Cooper, recently finished her Production Chef Apprenticeship in conjunction with Kendal College, as a building block to a long-lasting career in hospitality.

The Cottage in the Wood’s chef Director Ben Wilkinson is hoping the four latest recruits will make an equally lasting impression on the industry in 2021 and beyond.

He says, “We believe that a good business starts with good people and our strategy is all about identifying young people with enormous potential and passion, and helping them to make the most of their strengths and aspirations.

 “Right now, the industry as a whole is suffering, but we want to do our bit to help build a more positive future and ensure that the tourism and hospitality sector can emerge from the pandemic in good shape.

 “We’re proud to be working with the University of Cumbria to nurture practical skills alongside formal qualifications, which will help the next generation to succeed in an incredibly creative and rewarding profession.”

 Dr. Angela Anthonisz is a Principal Lecturer (Tourism and Visitor Economy) at the University of Cumbria. She adds, “It’s great to see key businesses leading the way when it comes to proactively managing the talent pipeline and investing in developing the skills and knowledge of their team at all levels.  I think this clearly showcases the positive attitude needed to ensure Cumbria’s recovery from the impact of COVID and I hope to see many more providers follow suit.”

Many of Cumbria Tourism’s member businesses are reporting a strong showing of national and international as well as resident support for local Cumbrian goods in the run-up to Christmas, after the organisation launched an online marketplace as part of its ongoing ‘Shop Local’ campaign.

The Virtual Christmas Market has been set-up to promote the very best of Cumbria’s local gifts, produce and vouchers to redeem for a range of experiences and breaks which are all bookable online, and builds on efforts made throughout 2020 by businesses who have changed the way they operate in order to remain viable during the worldwide Covid-19 pandemic.

Local residents and visitors at home and abroad are being encouraged to support more than 60 different local businesses by purchasing Christmas gifts from the market rather than using large online retailers.

Running until the end of the year on visitlakedistrict.com, the market has won the praise of businesses from across the county, including Dalemain House and Gardens near Ullswater – whose homemade Christmas marmalade is one of the market’s most popular items. Dalemain owner Jane Hasell-McCosh, says, “The virtual market is a wonderful creation. It is fantastic to have a place where people can easily shop for quality, local goods, and we are delighted to be involved and to be in such great company. As our shop at Dalemain has been closed for a large part of the year, online sales have been vital. It has been wonderful to see them increase in the past few months, especially as Christmas approaches!”

Kendal-based business Cable and Blake says Cumbria Tourism’s work to raise awareness of local small businesses’ offerings has resulted in fresh, international orders. Creative Director Rachel Cabble says, “We create and sell locally produced Herdwick fabrics and products that have been inspired by the surrounding Lake District landscape, from our base in Kendal. We have a small shop but obviously this year we have been far more reliant on online sales of our fabric and Herdwick products like cushions, lampshades and hats. The lockdowns have given us more of an opportunity to focus on our marketing and online sales and Cumbria Tourism has been instrumental in helping us to grow locally, nationally and internationally. We have seen our online sales grow dramatically and we have also received our first international order from Italy, which was very exciting!”

The virtual market also gives people from further afield the chance to pick-up unique gifts, as well as having the flexibility to redeem vouchers for a range of experiences, dining out and visits on a future date.

Nicola Lawson, Curator, Keswick Museum, adds, “We are very grateful to Cumbria Tourism for the opportunity to get involved. This year has been challenging for all local businesses and attractions, but Cumbria Tourism has come up with a creative way of showcasing the fantastic things that are still on offer around the county, and we really appreciate the support everyone has shown us by adopting a museum object.”

The initiative is part of Cumbria Tourism’s #theperfectplacetobe Recovery Marketing Campaign, designed to help tourism and hospitality businesses affected by more than £1.7billion in lost income following the impact of Covid-19.

Managing Director of Cumbria Tourism, Gill Haigh, says, “I’m really pleased to hear such positive feedback from our member businesses about our virtual Christmas market and we’re delighted to hear that Cumbria fans from across the UK and even international friends, as well as local residents, are continuing to support businesses in the run-up to Christmas, as they have been doing since the first lockdown period began. I’d urge anyone who’s not taken a look at the market yet, to do so and pick-up a great gift while there’s still plenty of time.”

It is free for Cumbria Tourism members to get involved, with non-members able to set up a virtual stall for just £30. All businesses need is the ability to transact online, plus an image and 20 words to describe each item they are selling. For more information, email campaigns@cumbriatourism.org

Cumbria Tourism’s ‘Shop Local’ message is stepping up a gear with the launch of a Virtual Christmas Market, promoting the very best of the county’s local gifts, produce and vouchers for experiences and breaks.

Ahead of Black Friday on 27 November, Cumbria’s official Destination Management Organisation (DMO) is urging people to get behind Cumbrian businesses and communities rather than turning to impersonal global online retailers for their Christmas gifts.

Running from now until the end of the year on visitlakedistrict.com, Cumbria Tourism’s Virtual Christmas Market will enable a wide range of independent retailers, hotels, restaurants, attractions, cultural venues, creative talents and artisans to sell online and help ‘make it a Cumbria Christmas’ despite the continuing restrictions.

It also means that people across the county – and beyond – can still enjoy browsing and buying unique gifts, as well as having the flexibility to redeem vouchers for a range of experiences, dining out and break away on a future date.

The initiative is part of Cumbria Tourism’s wider #theperfectplacetobe Recovery Marketing Campaign to help tourism and hospitality businesses affected by more than £1.7billion in lost income following the impact of COVID-19 during 2020 so far.

With two national lockdowns and just a few short weeks of summer trading to generate vital revenue, the performance of the industry during the coming winter months will be all the more critical for business survival.

Managing Director of Cumbria Tourism, Gill Haigh, says, “One positive thing to come out of the lockdown restrictions is a renewed public appreciation for everything we have right here on our doorstep and the intrinsic value of ‘supporting local’.

 “We have so many first-class, locally-run businesses right across Cumbria and our new Virtual Christmas Market gives residents a chance to throw their support behind our local tourism industry in the absence of the many annual markets and craft fairs we’d usually expect to see at this time of year.

 There are so many talented makers and producers in our county. So whether it’s ordering superb locally-made products online or buying vouchers for experiences and breaks to enjoy in the future, each and every Cumbrian resident can make a difference by ordering gifts for friends, families, colleagues and customers that reflect the very best of Cumbria.”

 Lake District Country Hotels is one of the dozens of businesses taking part in Cumbria Tourism’s Virtual Christmas Market.

Executive Commercial Manager, Joe Cobb, says, “Buying and supporting local is more important than ever. Not only does it support people and businesses in the community at such a challenging time, but you often get a better product. In the Lakes, and in Lake District Country Hotels in particular, there is so much creativity.

 “Buying local also offers personality, from warm, welcoming, personable service. Cumbria Tourism’s Virtual Christmas Market should be at the top of all of our agendas.”

It is free for Cumbria Tourism members to advertise online gifts on the county’s Virtual Christmas Market on visitlakedistrict.com. Non-member businesses can also register as sellers for £30.

All businesses need is the ability to transact online, plus an image and 20 words to describe each item they are selling (up to a maximum of four).

For more information or to get involved, contact campaigns@cumbriatourism.org


23rd November 2020

As we approach the end of a tumultuous year for the county’s visitor economy, two leading national figures from the world of tourism and hospitality industry will headline Cumbria Tourism’s next major members’ meeting.

The CEO of UK Hospitality, Kate Nicholls will join Director of the Association of Leading Visitor Attractions (ALVA), Bernard Donoghue in highlighting ways that businesses can look ahead to 2021 in a positive light.

As one of the sector’s leading trade associations in the country, UK Hospitality represents the interests of the UK’s hospitality businesses while ALVA’s members include many of the UK’s most popular attractions including museums, galleries, castles, zoos, historic houses and heritage sites.

Both Kate and Bernard will update Cumbria Tourism’s members on the work being done at national level to support the sector now and going forwards.

Free to attend for all of Cumbria Tourism’s 2,500 member businesses, the virtual event on 19 November aims to support businesses as we make our way through the rollercoaster year but also to inspire with new ways to innovate and stay competitive.

Cumbria Tourism’s Research Manager Helen Tate will also be sharing the latest analysis of Covid-19’s effects on visitor habits and attitudes to help businesses better-understand the market, while the organisation’s marketing and communications team will highlight how businesses can use this information to make the most of new and emerging trends and opportunities in a rapidly evolving tourism landscape.

Evidence from the shop floor will also be provided by six Cumbrian operators representing different sectors. Each will share their positive learning experiences of 2020 to help support businesses looking ahead to 2021. They include Travel Chapter for the self-catering sector, Lake District Estates for camping and caravanning, the Armathwaite Hall Hotel & Spa for accommodation, Forestry England for attractions and outdoors, Wordsworth Grasmere for culture and heritage, and Grasmere Gingerbread for food and drink.

Managing Director of Cumbria Tourism, Gill Haigh, says, “This year has been the toughest in living memory for the sector. Thanks to support from Cumbria Tourism members, we have been able to feed evidence and information through to our national partners and directly to government, making sure our voice is heard at the highest levels  and so we are particularly delighted to welcome Kate and Bernard as our key speakers this month, both of whom have worked tirelessly on behalf of the industry, using their seats at the top table with the government, to help us repeatedly make our case.

“We’re also delighted to be revealing our fascinating latest visitor insight and helping businesses explore how the county and they can use this to positive effect as part of the industry recovery. I am personally really looking forward to hearing from our six businesses. Our members are the ones at the coal face and they know better than any of us just how tough this year has been but Cumbria is nothing if not resilient so it’s going to be brilliant to hear some of their insight into how they have navigated their way through and what they see as some of the opportunities for next year and beyond.”

Q&A sessions with every speaker will also be held during the meeting.

Cumbria Tourism members can book up to two free places here or by calling 01539 822222.


Cumbria’s reputation as one of the finest foodie destinations in the UK has been given another welcome boost this week, thanks to the publication of an article on the BBC Good Food website following a visit paid by a member of its team last year.

With a circulation of almost 160,000 and readership of 13 million people, the title and its accompanying website is the UK’s best-selling food and drink magazine and one of the overall top five monthly consumer titles across all genres.

As Cumbria’s food and drink offering is one of Cumbria Tourism’s key annual themes and cited by the organisation as a prime motivator for visits, the organisation arranged meals at three of Cumbria’s newest Michelin Starrecipients, as well as visits to a selection of other “must visit” food & drink related businesses.

This month marks exactly a year since the prestigious Michelin Guide boosted Cumbria’s star total from five stars to eight, giving the county the highest number of stars anywhere north of London.

 First stop on the BBC’s tour was ‘Allium’ at Askham Hall, where writer Natalie Hardwick was given a first-hand look at how Head Chef Richard Swale carefully selects the ingredients straight from the gardens for his award-winning dishes.

 Next was The Cottage in the Wood at Braithwaite (pictured), followed by Old Stamp House and its sister restaurant Kysty in Ambleside, where Natalie enjoyed an outdoor foraging experience before lunch was served – using the very ingredients sourced with the restaurant’s team from outside just an hour earlier.

Grasmere Gingerbread hosted a behind the scenes tour before Natalie enjoyed afternoon tea at The Lingholm Estate and sampled the Lakes Distillery’s new ‘Whiskey and Chocolate’ tours. The BBC Good Food team also paid a visit to Sedbergh, dropping-in at the Black Bull and The Three Hairs.

Natalie says, “My visit to Cumbria was such a memorable, action-packed trip, and Cumbria Tourism certainly set me up with an itinerary to remember. The variety of what’s on-offer was definitely worth making the trip for, and I’d strongly recommend our readers sample all the places I visited for themselves at the earliest opportunity.”

While publication of the article was initially postponed due to the Covid-19 pandemic, it is now available, here.

Managing Director of Cumbria Tourism, Gill Haigh, says, “It goes without saying that Cumbria’s hospitality sector, along with the rest of the UK, has endured a very difficult 2020. But this acknowledgement of The Lake District’s foodie-offering has come at just the right time, especially following this month’s Lonely Planet ‘Top 500 Essential Travel List’, which positioned The Lake District as the UK’s highest placing.

 It’s brilliant that we can boast these high profile Michelin star restaurants, but as we all know high quality Cumbrian food and warm hospitality to complement can we found in abundance right cross our county’s wonderful eateries – pubs, cafes, hotels – in our towns, along our coast and nestled in our countryside. If you haven’t already it’s worth picking up a MyCumbria Card which offers lots of inspiration but also some fantastic discounts for local residents, at mycumbriacard.co.uk.

 “And if you are wondering what to buy someone this Christmas, a foodie gift voucher is a great way to support local producers and businesses and also ensure a memorable culinary experience. With so many well-known publications featuring the county prominently in their destination coverage, we hope their readers – including readers of BBC Good Food magazine will pay us a visit during the cosy autumn and winter months to enjoy a hearty meal, created by some of the country’s finest chefs, all of whom we are very proud.”

Yesterday (Sunday 27 September) marked World Tourism Day, organised annually by the United Nations World Tourism Organisation to highlight the importance of tourism for all parts of our society.

Cumbria Tourism Chairman Jim Walker explains why he believes this message is more important than ever.

He says, “The Lake District, Cumbria is one of Britain’s few truly world-class destinations. There is no doubt that our environment, our culture and our way of life are fundamental to the success of tourism AND the wellbeing of the people who live here. In turn, tourism helps our communities hold onto a uniquely Cumbrian culture and heritage, supporting local communities and ways of life.

 “However, Cumbria is far more dependent on tourism than most other parts of the UK. Before COVID hit, the industry contributed £3.13billion annually to the local economy. It is also a leading source of employment, supporting 65,500 jobs and helping to sustain diverse, vibrant local communities.

“Sadly, the pandemic has brought the world to a standstill and our sector is among the hardest hit. More than £1.5billion has already been wiped off the county’s tourism income this year and trading over the last two and a half months alone will not recoup those financial losses. 

With reduced capacity and ever-evolving government restrictions, businesses are now critically concerned about the traditionally quieter autumn and winter period.  Cumbria Tourism’s latest research shows that business confidence is plummeting and the industry will continue to be impacted for many months to come, which is why we are renewing our calls to extend the support the Government has already provided with a winter package to protect jobs, support businesses and support customers.

 “As they have reopened, many tourism operators have had to rethink their business models; the county too now needs to rethink how it supports the visitor economy in a changed world.

This innovative mindset will be vital over the coming months to face the complexities of the ever-changing restrictions we face.

 “As ever, Cumbria’s tourism and hospitality businesses have shown resilience, guts and sheer hard work and determination in the face of adversity. On this World Tourism Day, there is certainly an opportunity to rethink how things are done in the tourism sector.

“The spirit of World Tourism Day is cooperation and collaboration. This resonates strongly with our tourism industry here in Cumbria and is precisely why the role of Cumbria Tourism is so important – helping everyone to work together towards a common goal and supporting both individual businesses and the sector as a whole.

“For example, Cumbria Tourism’s #theperfectplacetobe Recovery Marketing Campaign is supporting the safe return of the visitor market by inspiring visits and supporting businesses during the crucial autumn and winter period.

 “We are also constantly gathering and reviewing market intelligence. A newly-launched visitor survey will help the organisation to understand more about this year’s visitor, to support effective destination management and marketing. Meanwhile, the rich data from our latest business tracker research enables us to fight for our industry at the highest levels in this complex and ever-evolving situation.

 “None of this would be possible without our tourism member businesses, who are the lifeblood of the organisation. We don’t know exactly what is to come in the coming weeks and this will be a World Tourism Day like no other, but it is a timely reminder that together we are stronger.”