It’s full steam ahead at Cumbria Tourism with our international marketing activity this January.

As part of the UK Government’s £40 million Discover England Fund, we are leading the ‘Northern World Heritage Collection’ to target US and Irish markets.  Shaping itinerary development and new commissioned photography across the six World Heritage Sites are currently top of the agenda.

As part of this work, the Cumbria Tourism team will be heading out to meet potential visitors at Holiday World Dublin at the end of the month. Not only will we be representing the county, but we’ll also be sharing our new Food & Drink Guide alongside the official 2019 Holiday Guide (which will be hot off the press in the coming days!)

At the same time, we’re working closely with Marketing Manchester to target the Indian market. Recent meetings with around 30 trade buyers resulted in some great leads, so we are currently following these up and developing the next stage of the campaign following the launch of new regular flights from Mumbai to Manchester before Christmas.

The rest of our Discover England Fund projects are also moving along quickly. We’ve just held workshops in Appleby, Alston, Carlisle and Langdale – all aimed at helping businesses work effectively with the travel trade and develop packages which resonate with target audiences. If you couldn’t attend a workshop but would like more details, please let us know!

Did you know Wednesday 23 January is officially ‘Cumbria Day’?

Following on from the success of previous years, there will be a special event at the Houses of Parliament featuring our local MPs, businesses and other key organisations. It’s all about showcasing the best the county has to offer to Parliamentarians and key influencers.

It’s also our chance as a county to highlight everything that’s special about Cumbria and get the hashtag #CumbriaDay trending. We are currently finalising our plans to give the county an extra-special marketing push and the more businesses that get involved the more we can show the rest of the country (and the world) just how special Cumbria is.

Don’t forget to put the date in your diary and keep an eye on our corporate social media channels over the next couple of weeks for some ideas and inspiration to help mark the big day!

The last month has been an important period for influencing and lobbying policy to support the county’s visitor economy.

Before Christmas the government announced plans to enter into an official negotiation with the tourism industry for a ‘Tourism Sector Deal’, aimed at increasing productivity and driving economic growth.

Described as a game-changer, the plans would officially recognise tourism as a globally competitive ‘industry of the future’ and put it at the top of the Government’s national policy agenda.

Cumbria Tourism has continued its lobbying, to support the deal and the advantages it can bring to the county’s visitor economy. which has included representations in the House of Lords.

Most recently this has included hosting a fact finding mission by Visit Britain policy officers and, later this month, Cumbria Tourism will host DCMS officials. It is tremendously important that the Tourism Sector Deal moves forward and as the Destination Management Organisation for the Lake District, Cumbria, we will ensure the county is kept at the forefront of discussions in the coming weeks and months, and do all we can to support VisitEngland and VisitBritain to secure this opportunity.

Cumbria Tourism has thrown its weight behind growing calls for the Government to rethink the proposed route for new high-speed HS2 rail services, which are currently not scheduled to stop in Cumbria and responded to the Glover Report on the future of National Parks and AONBs.

Finally, Cumbria Tourism has been at the top table inputting and influencing Cumbria’s emerging Local Industrial Strategy (LIS) which is in response to the Government’s Industrial Strategy White Paper. The LIS will set out the strategic economic development priorities for Cumbria for the next 10 years.

We are pleased with the recognition and positioning the visitor economy has received in the draft document which is due to be finalised this month. You can view the draft HERE.

Tourism Business Workshops

Know your Geopark

Five fortnightly workshops giving a background to the geological, natural and cultural heritage of the North Pennines, an Area of Outstanding Natural Beauty and UNESCO Global Geopark.

Sessions will be run by the North Pennines AONB Partnership with help from other experts. The aim is to give local businesses the tools to help visitors better engage with and enjoy the North Pennines, and what being in a Geopark can do for you. The sessions will include a mixture of talks, discussions, getting hands on and getting out and about, and of course meeting others working in the tourism sector. Sessions are FREE, run from 11am to 3pm on the dates listed below, and lunch is provided.


Week 1 – Introduction to the Geopark and its Geology

16th January 2019

Location: Barrington Hall, St John’s Chapel

Highlights: Input from Dr Stuart Jones, Durham University


Week 2 – Cultural Heritage – History and Archaeology in the North Pennines

30th January 2019

Location: Strathmore Arms, Holwick

Highlights: Dig deeper into human stories past and present


Week 3 – Exploring Geology and Waterfalls

13th February 2019

Location: Bowlees Visitor Centre, Teesdale

Highlights: Getting out and about to see familiar features in a new way


Week 4 – Mining in the North Pennines

27th February 2019

Location: Killhope Lead Mining Museum

Highlights: Overground and underground tour to discover the visitor experience


Week 5 – Natural Heritage – Wildlife and Dark Skies

13th March 2019

Location: Old Schoolhouse, Allenheads

Highlights: Find out more about our distinctive wildlife and visit the North Pennines Observatory


Booking essential. Book online at

For more information please email or call 01388 528801