We are pleased to report that the Lake District National Park (LDNP) has reconsidered several key aspects of its 15 year Local Plan, following strong lobbying from CT on behalf of our members.

Earlier this year, we encouraged all members to review and respond to the LDNP Review of its Local Plan. This was a critical opportunity for the tourism industry to help shape and develop a vibrant and sustainable Lake District for all.

As a result of your feedback, we had raised concerns about the suggestion of an infrastructure tax, which would have involved a financial contribution towards sustainable travel and infrastructure.

Another key concern we raised on businesses’ behalf was around increased car parking charges; our priority was to call for the right balance between protecting our world-class landscape and ensuring that we provide accessible facilities which appeal to new generations of visitors.

We are glad to see the LDNP is actively listening to concerns and using business feedback to adapt and refine the Local Plan for the benefit of everyone who lives and works.

As you may be aware, Cumbria is set to reap major benefits from a multi-million pound investment through the £350m Borderlands Inclusive Growth Deal, which includes a range of programmes and projects that will be developed and delivered over the coming years.

The ambition is for the ‘area’ to play a full part in the regional and wider UK economy and unlock the potential of the south of Scotland and north of England. The visitor economy is a key part of this and has been labelled ‘Destination Borderlands’.

Destination Borderlands aims to maximise the opportunities for growth in the tourism sector. Like Cumbria as a whole, the future growth and sustainability for many businesses north and east of the Cumbrian border is also heavily dependent upon the visitor economy. Cumbria Tourism are working closely with Carlisle City Council, who lead this strand, alongside the County Council and John Stephenson MP, the Government’s appointed lead for the Deal.

There is still much consideration and refining to be done but key projects this stage include See More Lake District and Hadrian’s Wall.
We will continue to work closely with the councils and other Cumbrian and wider partners to support and shape the initiative. Importantly we are keeping the partners closely involved in other projects we are leading or involved, in order to ensure the widest possible benefits for the visitor economy in Cumbria.

For further information on the Destination Borderlands and the Growth Deal in general please click HERE

A series of international travel features have been published, following a large-scale press trip organised by Cumbria Tourism including journalists from Germany, Austria and Switzerland.

Seven travel and lifestyle journalists visited Cumbria on a Lake District-theme last autumn, including Keswick and Borrowdale, South and Central Lakes. Coverage is now starting to appear in a number of European publications, including the key German market.

One example is a very positive and extensive article on the Lake District, written by Sybille Kranich, in REISE magazine. Focused on Wordsworth and his inspiration, along with the quality of food, the piece has an audience reach of almost a quarter of a million people.

Another feature published this month is Glückspost – a Weekly Swiss women’s glossy magazine on lifestyle and celebrities, with a significant travel section.

The visit is just one example of the long-term relationships we are building with journalists, both domestically and across the globe, to help promote our world-class visitor destination

Cumbria’s Dark Skies Opportunity
4th November 2019, 10-12, Langdale Hotel

We are currently working with the Lake District National Park Partnership to explore how we can celebrate and make the most of our Dark Skies. With Cumbria playing host to some of the darkest in the country, an upcoming event at the Langdale Hotel (4 November, 10am-12noon) will give you the chance to make the most of visitors’ growing interest in stargazing.

This event will provide an opportunity to hear from speakers about the Dark Skies potential of Cumbria and its potential to support the visitor economy, local communities and our spectacular natural environment.

Guest speaker, Duncan Wise, from Northumberland National Park Authority will talk about the benefits achieved through Northumberland International Dark Sky Park. Designated in 2013, this has led to the development of new stargazing observatories and events, a growth in off-season tourism and educational programmes to promote science to young people. The Park Partnerships are also exploring Dark Sky Reserve status and Friends of the Lake District will able to share more information to attendees.

To register your place RSVP to campaigns@cumbriatourism.org by Friday 1st November 2019.


  • Introduction and welcome
  • The Northumberland International Dark Skies Park experience
  • Dark Skies Cumbria
  • Next steps and getting involved
  • Panel Q&A
  1. Learn More

The county has fallen under the national sporting spotlight once again this week thanks to the return of the Tour of Britain, which saw riders flying through several Cumbrian communities for the first time, including Brough, Kirkby Stephen, Sedbergh and Kirkby Lonsdale.

The Tour of Britain is a great platform for bike-friendly businesses and attractions to shout about their facilities and create a longer-term legacy for anyone who is interested in our region’s diverse cycle-friendly credentials, from serious road racers and mountain bikers to young families who want to explore gentler routes on two wheels.

Take a look at our latest GoLakes blog for plenty of suggested cycling routes you can share with your guests.

Cumbria Tourism has been among the partners working with Cumbria County Council, South Lakeland District Council, Eden District Council and the Yorkshire Dales National Park to make the most of the Cumbrian leg of the 2019 race.

We have been giving the Tour extensive coverage across our social media and online channels, as well as inviting one of the sporting world’s most prestigious magazines Sports Pro to pay a visit to the county. It’s been another great opportunity to profile the county with magazine subscribers including high-profile cyclists and sports teams, such as Premier League football clubs and UK-based F1 teams.

We will continue to heavily promote cycling as a great way to explore our county through the autumn and winter, tapping into the overall of health and wellbeing – an increasingly important motivator for visits to the Lake District, Cumbria.

Cumbria Local Enterprise Partnership, supported by Cumbria Tourism and partners, are in the process of developing a place marketing campaign to promote Cumbria as a great place to live, work and invest, as well as visit.

This campaign is looking to help address our declining working age population and some of the workforce and skills shortages that we are currently facing by encouraging people to start and build their career here.

Case studies to help bring the campaign to life are required.

They are looking for:

Young people living in Cumbria aged 14-25 who:

  • Have done something exceptional! This could be excellence in achievement, contributions to the community, development of their education provider or employer. We want to celebrate young people and show that Cumbria values their contribution to its culture, communities, economy and profile.
  • Are thoroughly enjoying their education and/or early career experience in Cumbria. We’d like to hear from school, college and university attendees, apprentices, trainees and those in their first or second position to showcase the brilliant education and career opportunities available here.


People aged 21+ who have moved to Cumbria from outside of the region, including individuals who have returned after time away, as well as life-long Cumbria residents:

  • Career starters aged 21-30 who are thriving in their first or second role. We’re aiming to showcase the breadth of brilliant career opportunities in Cumbria across all sectors.
  • Career growers 30+ who have developed their career in Cumbria. This again is to showcase the great careers available here and that there are opportunities to step up the ladder.
  • Working age families who are benefitting from Cumbria’s unique offer. Aimed at those looking for a change of location, who want to live somewhere beautiful and affordable, that’s a great place to bring up a family, but with real and serious careers.
  • Entrepreneurs who have established or grown their business in Cumbria. To encourage those that are thinking of setting up a businesses or to relocate their business to come to Cumbria.

If you know somebody within your organisation, or you yourself, who is suited and willing to become an ambassador, please contact:

John Reynolds: john.reynolds@thecumbrialep.co.uk / 01768 212853


Lucy Clarke: lucy.clarke@thecumbrialep.co.uk / 01768 212865

Following a highly successful Twitter chat earlier this year, Cumbria Tourism again teamed up with Creative England and Destination Management Organisations (DMOs) from across the region last week to highlight not only the wide range of TV and film productions wholly or partly based here but also showcase the area to potential screen tourists.

With ITV’s new drama Deep Water on screens at the moment and BBC One drama The A Word returning to screens in the New Year, the Lake District and Cumbria are in the public eye more than ever and now is the perfect time to capitalise on this opportunity.

The “Outlander” effect has been seen  not only in Scotland (where fans of the Starz TV series have helped boost visitor numbers by almost 70% since 2013), but also in Northern Ireland (Game of Thrones), Yorkshire (Gentleman Jack and of course Cornwall (Poldark). The opportunities arising from increased media exposure are plain to see, with fans not only spending money on accommodation and visiting the favourite locations, but also min the wider area as part of their trip.

A positive and friendly attitude to production crews also has a more immediate effect. 2,600 on-location shooting days brought in an estimated £28,268,500 to the region. With Cumbria’s strong offerings bolstered by the likes of Peaky Blinders (Liverpool) and Years and Years (Manchester) the North West is growing a reputation amongst production companies.

With a major production having the potential to employ local people and use local accommodation serenities even before the finished product hits the screen, a high-profile film could help develop our £3billion visitor economy for years to come.

Learn more about or recent Twitter chat HERE.

With plans progressing for the redevelopment of Cumbria Tourism’s visitor-focused website, we are holding a focus group this week with a cross-section of tourism businesses.

The site’s new content and features will underpin our long-term objectives of promoting longer stays, encouraging higher-spend and helping to encourage people to explore all corners of the county while they are here.

As part of the process, we are gathering tourism operators spanning attractions, accommodation providers and suppliers to ensure we get the right mix of functionality and user-friendly content which we can deliver to visitors in the way they want to see it.

Reflecting your feedback in our recent Member Survey, there will be even more interactive features, renewed investment in SEO (Search Engine Optimisation) and a new ‘super desktop’ to ensure the site is extra responsive – no matter how and where people are accessing it.

Other features will include greater emphasis on inspirational visitor ‘experiences’, as well as greater flexibility for businesses to show availability from a number of different booking channels.

Thanks to those businesses who are giving their valuable time and insight for the focus group. The new-look website is set to be unveiled this Winter and we will keep you posted on progress over the next few months.

Our green travel campaign has now reached 30 million people. Highlights include achieving almost 1.5millon playthroughs of Cumbria Tourism’s new high-impact videos on ITV On Demand, YouTube and other online channels.

Crucially, the latest phase of the campaign has also prompted thousands more visitors to travel to and around the county car free – saving 1.3million miles of car journeys on the Lakes Line alone.

With more than 8,000 people on the Lakes Line taking advantage of Northern’s special rail ticket deal over six weeks, it’s estimated that £1.1million in revenue was generated for tourism-related businesses by these train passengers.

Visitors were prompted to choose train travel following Cumbria Tourism’s six week burst of high-profile marketing activity, with Carlisle, Morecambe Bay, Cumbria’s west coast and the Central Lakes among the accessible car-free destinations highlighted.

As well as online activity, inspirational big screen advertising promoted the Lake District, Cumbria at some of the country’s busiest commuter hubs, such as London Euston, Manchester Airport and Liverpool Line Street. The region also featured on a huge 12 metre wide ‘digi-bridge’ across the Mancunian Way – one of the North West’s busiest car commuter routes.

Phase three of the travel campaign will get underway shortly, with the Cumbria Tourism team continuing to drum home positive travel messages, practical content and inspiration.

The £285,000 campaign follows robust and sustained lobbying at government level, with Cumbria Tourism working alongside Cumbria County Council and Transport for the North to secure funding through the rail industry amid disruption to train services over the past 12 months.