The OVO Tour of Britain returns to Cumbria on the 10th of September, with the fourth stage beginning in Gateshead and ending in Kendal. With the eyes of cycling enthusiasts on the county this is a fantastic opportunity to showcase your business as cycle friendly to those looking to book their next stay. The links below are packed with useful information and advice on the tour to help you make the most of this opportunity.

OVO Tour of Britain Website

Print-ready files of stage poster available to download

Cumbria and the Lake District Cycle Tourism Toolkit

You can also get involved with the 2019 OVO Tour of Britain Land Art Competition on their website – learn more about the 2018 competition HERE.

The VisitEngland Annual Survey to visitor attractions ,  the list of most-visited attractions collated by the national tourism body, has been released with Cumbria’s very own Windermere Lake Cruises once again making the top 10 paid-for list with an outstanding 1.63 million visitors last year!

The popularity of the county’s attractions, both paid and free are also highlighted in the North West top 20, which boasts experiences from all across Cumbria and further highlights the popularity of our tourism industry.

Most visited paid attractions – North West 2018
2. Windermere Lake Cruises, Bowness
4. Ullswater Steamers
11. Ravenglass & Eskdale Railway Co Ltd
13. The World of Beatrix Potter
15. Carlisle Castle
18. Sizergh Castle
19. Hill Top
20. Lakeland Motor Museum

Most visited free attractions – North West 2018
19. Carlisle Cathedral


Congratulations to all our attractions across the county – every one contributes to the visitor experience and our £3billion industry.

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Great news for Cumbria!

In total, 17 sights and experiences in Cumbria feature in the Lonely Planet’s top 500 unmissable experiences and hidden gems across Great Britain, Northern Ireland and the Channel Islands for the first time in the ultimate UK travel hitlist. The list of attractions and below demonstrates the power of arts and culture in Cumbria to attract visitors, making our region one of the leading rural cultural destinations in the UK.


Full list of entries in Cumbria by rank:

5: Hadrian’s Wall, Cumbria and the North East

9: Find poetry on the shores of Lake Windermere

40: Explore England’s rooftop in the Lake District

134: Snake your way through the Honister Pass for glorious views

178: Hop, swing or jump into the cool pool waters of Eskdale

180: Relive the age of steam in miniature on La’al Ratty

191: Recreate Swallows and Amazons on Derwent Water

237: Bike or hike – or swing – through Grizedale Forest

243: Brave the Iron Way at Honister Slate Mine and Via Ferrata

285: Find poetry at the Wordsworth Museum, Grasmere

286: Find your inner Flopsy at Hill Top, Lake District

304: Sharpen your wits at the Derwent Pencil Museum, Keswick

310: Sample authentic gingerbread from Sarah Nelson’s Shop

343: Go on a haute cuisine journey in Cumbria’s Cartmel

358: Travel back in time aboard the Steam Yacht Gondola on Coniston Water

412: Get happily lost in the topiary gardens of Levens Hall

450: Visit the Arts and Crafts bounty that is Blackwell House

492: Get medieval in Carlisle Castle

Are you interested in showcasing your business to key decision makers across Cumbria’s tourism and hospitlaity industry?

We can offer unique sponsorship opportunities for our regular Members’ Meetings, routinely attended by approximately 130 representatives from across the county and further afield.

Our next available opportunity is on the 14th November 2019 at the Armathwaite Hall Hotel, Bassenthwaite.

The meeting will take place from around 11.30am until around 3.30pm and includes lunch for our members.  We usually have approximately 130 members at this meeting and it is a great opportunity for networking.  The cost to sponsor this meeting is £1,500 +VAT.  For this you would receive the following:

  • Branded invitations to members
  • Display stand (either manned by your staff or not)
  • Logo on presentation slide visuals
  • Leaflet drop on seats
  • 5 minute presentation slot on the agenda
  • Inclusion in our follow-up email to members
  • Adspot on
  • Mention on Facebook and Twitter pages

We will also be holding three events in 2020 – dates to be confirmed.


To register your interest in sponsorship or to learn more please contact Sam Tollerson at

The Lake District, Cumbria Holiday Guide

Featuring inspiring editorial and imagery, the official Lake District, Cumbria Holiday Guide is a highly comprehensive tourism guide and the only brochure to cover the whole of the county.

A reference on everything from places to stay, and where to eat, to heritage, culture and outdoor adventure; the guide informs and inspires on spontaneous day trips, well planned holidays, and memorable experiences. We print 120,000 copies of the guide distributed nationwide and on request overseas.

 Please see the 2020 advertising rates below. We are offering special early bird rates for bookings made and adverts supplied up until 31st August.

  •  1/8 page £315+VAT, early bird rate £300+VAT
  • 1/4 page £630+VAT, early bird rate £600+VAT
  • 1/2 page £1,260+VAT, early bird rate £1,200+VAT
  • Full page £2,100+VAT, early bird rate £2,000+VAT
  • Outside Back Cover – please enquire for rates


Attractions Guide
The largest distribution of any guide in Cumbria (420,000 copies), the Attractions Guide is a user friendly, pocket size display of the best ways to experience this world class destination. Filled with top attractions, on outdoor adventure, and indoor workshops, to museums and galleries, or castles and wildlife, this guide is a wonderful opportunity to promote your business.

Available in 6 languages (English, Chinese, Japanese, German, Spanish and French), it will leave any reader, domestic or international, eager and enthusiastic for their time in the county. The guide also plots each attraction on the included map, making it as easy as possible for the user to find and enjoy their great day out.

Please note, limited space available and always filled on a first come first served basis.

 Please see the 2020 advertising rates below.

  •  Single space advert £899+VAT
  • Double space advert £1,798+VAT
  • Triple/panel space advert £2,697+VAT


Food & Drink Guide

This guide showcases all the best that the county has to offer in the food and drink sector. Distributed across the county, and on-route, the 30,000 printed copies will focus on the best, showcasing a fantastic range of award-winning pubs and breweries, cafés and tearooms, to retailers and artisan producers.

Whether it’s a light lunch, or Michelin star restaurant, the food and drink guide will have all the answers to our reader’s question on where and what to try. Content also includes a full calendar of Foodie Events, interviews, award winners, and general tourist information to help readers find their food.

The guide has a targeted distribution, largely across the county and main routes in and is available to view and download from our award-winning website Golakes.

 Please see the 2019/2020 advertising rates below.

  •  1/4 page £260+VAT
  • 1/2 page £515+VAT
  • Full page £924+VAT
  • Outside Back Cover SOLD






Cumbria Tourism and partners have been attending a number of trade and visitor focused shows throughout the country to inspire visits and itineraries and to importantly showcase our destination to a wide audience.

There is still the opportunity to get involved and market your business alongside Cumbria Tourism as we jointly promote our county as an award-winning destination. Branded as ‘The Lake District, Cumbria’, we are partnering with NPD to promote our county at the following events:

Chatsworth Country Fair – 30 August – 1 September 2019
2000 leaflets required

Coach Driver Pack
300 required

Group Travel and Leisure Show Milton Keynes – 10 October 2019

Costs include

  • Stand set up and breakdown
  • Pre-packing of packs
  • Production of stand graphics

Don’t miss out on the opportunity to get involved! For further details and to book your place please contact

Thursday the 4th of July saw Carlisle Lake District Airport open for business with hundreds of visitors now arriving every week via this new route from Dublin, Belfast City and London Southend.

Gill Haigh, managing director of Cumbria Tourism said: “We know from working with the Irish markets, that there is a huge appetite for these new routes and there is a great opportunity to link up with transatlantic flights and the lucrative US market. Our own visitor survey also demonstrates a growth in visitors from the South East, so the Airport is providing further accessibility and convenience for these passengers.

“The three new routes will be a complete game-changer for the region’s connectivity with London and Ireland and highly convenient for tourists booking breaks to the county. We look forward to continuing to work closely with Kate Willard and the team at CLDA and promoting this new direct route into the county to new and existing visitors”.


Some of the North’s most-loved attractions, high-flying businesses and world-famous institutions are set to be showcased to nearly 30m people using Manchester Airport.

It has launched a visual campaign to celebrate all the things that make the North – including Cumbria – a great place to live, visit and trade with.

Called “More than an Airport”, it will see people, businesses, tourist sites, charities and other organisations feature in a series of images that will be displayed across the campus of the UK’s third largest gateway.

The images will also be used across social media, online and at various sites across the whole of the North.

More than 50 companies and individuals from across the North feature in the campaign, including locations in Cumbria

Head of Marketing and Sales at Cumbria Tourism, Rachel Tyson, said: “Manchester Airport is a key gateway to Northern England and it is fantastic to be part of a campaign which reinforces the warm welcome that we can collectively offer to international visitors. With the lure of two UNESCO World Heritage Sites and a world-class reputation as a visitor destination, Cumbria’s £3billion tourism industry has a compelling story to tell and it’s an exciting time to be developing some of our most important overseas markets alongside our partners in other northern destinations.”

Jo Lappin, Chief Executive of Cumbria local Enterprise Partnership, said: “We are delighted to support the Manchester Airport campaign, which showcases all that the North has to offer. Here in Cumbria, the campaign highlights that we are an exceptional place to live, work and invest, as well as visit. Many businesses and investors are already aware of Cumbria’s first-rate visitor offer but might be less familiar with the breadth of our economy and the range of employment and investment opportunities available. We therefore welcome this campaign, which will help make sure that that this offer is well understood, nationally and internationally.”

Ross McMahon, Founder and Chief Executive of Kendal Nutricare, said: “Kendal Nutricare is the home of family nutrition, proudly manufacturing KENDAMIL, the only British-made formula for early life nutrition and KENDALIFE, for complete adult nutrition. Since 1962, we have combined the finest natural, full-cream milk, sourced from local farms in the Lake District, with world-class manufacturing and food-science talent here in the North of England. As a Northern Powerhouse export champion, Manchester Airport is our gateway to the world, connecting us with customers and partners from our 20+ international markets. We are proud to be recognised by the Prime Minister and Secretary of State as a Board of Trade Gold Award winner, a testament to our product excellence and global ambitions.”

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Background and Context

Cumbria Tourism Executive Board (CTEB) has responded to and encouraged all members to review and respond to the second stage consultation of the Lake District National Park’s Review of its Local Plan. CTEB saw this as a critical opportunity for the tourism industry to help shape and develop a vibrant and sustainable Lake District for all.

Cumbria Tourism based its responses on its research findings, Tourism Strategy, CLEP Visitor Economy Growth Plan and emerging Cumbria Local Industrial Strategy, all of which recognise the importance of the Visitor Economy to support economic growth.

Cumbria Tourism research recognises that the Lake District faces significant challenges, including:

  • the need for better communications connectivity;
  • the need for skills development;
  • the limited labour supply;
  • the shortage of affordable homes;
  • an ageing workforce;
  • the potential post Brexit squeeze on replacing EU workers;
  • the challenges of accessibility and travel to work.

Response to the Revised Local Plan Consultation

We are grateful many of the points made to the first consultation have been taken into consideration and in responding to the revised version CTEB reiterates the success story of national and international significance that our tourism offer is. It is the biggest employer in the National Park and biggest contributor to the economy, generating over £1.4 billion of visitor expenditure every year supporting approximately 19k fte jobs. It also contributes heavily to what makes this a fantastic place to live and work, as well as visit.

Vision and Objectives

The strategic vision for the Lake District is that, by 2030, it will be an inspirational example of sustainable development in action. Overall, CTEB is supportive of the vision and objectives of the Draft LPR but is keen to ensure that the policies recognise the importance of and help facilitate the visitor economy to achieve economic growth and the prosperity and other benefits this brings to the county as a whole.


The key areas of the response focussed on:

  • Housing and Jobs
  • Sustainable Transport and Parking
  • Showcase Areas and Local Developer Contributions

Award-winning Cumbrian accountancy firm, Lamont Pridmore, is calling on businesses to seek advice if they have any questions regarding the new digital tax regime.

Making Tax Digital (MTD) for VAT was launched in April 2019 and thousands of VAT-registered businesses above the VAT threshold (£85,000) across the region are now recording and reporting their affairs digitally to HM Revenue & Customs (HMRC).

With many facing their first reporting date in the coming months, the firm said that nationally there had been issues identified with confusion surrounding registration for MTD, which left them concerned about local businesses.

HM Revenue & Customs (HMRC) has warned businesses across the UK that the registration process for Making Tax Digital (MTD) for VAT takes seven working days.

This means that VAT-registered businesses need to register more than seven days before submitting their first return if they want to pay their tax bill by direct debit.  Registering involves setting up a Government Gateway user ID and ensuring compatible software is in place.

Graham Lamont, Chief Executive at Lamont Pridmore, said: “Businesses are currently benefiting from a ‘soft landing period’, which will last up to a year, to get MTD for VAT in place and be reporting their affairs accurately to HMRC without facing a penalty.

“However, many aren’t aware that they must register for the scheme in order to use it and have everything in place by their first reporting date. While we have seen many businesses take some of these steps, we are worried that many more might not be fully prepared for this new tax regime.”

Graham said that looking ahead MTD would likely affect more businesses as the Government looks to extend the system to other forms of tax by April 2021 at the earliest.

This new process will require a far larger number of businesses, including those which may be individually below the VAT threshold, to report their affairs digitally on a quarterly basis, this includes sole traders with income from one or more business, as well as income from letting UK property.

Chris Lamont, a Partner at Lamont Pridmore, added: “HMRC is currently in the process of testing and releasing information on software and the options for Income Tax and Corporation Tax, so businesses outside of the net of the current regulations should also start becoming aware of what their future obligations may be.”

To find out how Lamont Pridmore can help you and your business with MTD, please, call 0800 234 6978 or email