Cumbria Tourism is teaming up with Avanti West Coast and Network Rail for the launch of a new high-profile marketing campaign, aimed at getting more people back onto train services as they head to – and around – Cumbria during the school summer holidays.

The campaign aims to positively inspire potential visitors about the range of greener travel options on offer across the county and highlight the ease and accessibility of Cumbria to big cities like Birmingham (under 2½ hours), Glasgow (under 1½ hours) and London (3 hours) by rail.

A new online portal at with itineraries for scenic destinations will help people explore without their cars, showing them how they can make their journeys part of the holiday experience.

Alongside targeted ads on SKY On Demand, there will be digital advertising in key national newspapers and inspirational sponsored content in regional titles across the Midlands, the South East and Scotland. Additional activity will include impactful outdoor ads at selected train stations, with Avanti West Coast and Cumbria Tourism also using their communications channels to spread the message further and faster.

Cumbria Tourism’s Managing Director, Gill Haigh, says, “We want to get people thinking differently about all forms of sustainable travel, so they are inspired to make the journey part of the overall experience, rather than just a way of getting from A to B. Using the train is a great way for us all to soak up Cumbria’s glorious scenery, seeing the world around us in a way we simply can’t experience if we always have our eyes on the road.

Many people don’t realise just how much there is to see and do as soon as they step off the train here, so we want to dispel misconceptions about travelling by rail and give visitors practical ideas and inspiration to consider new possibilities.  Of course, it also gives visitors a practical way to reduce their carbon footprint and do their bit to protect our world-class landscape at the same time.”

Zina Nomicas, General Manager at Avanti West Coast said: “We’re lucky to serve some of the UK’s most beautiful places and are excited to be partnering with Cumbria Tourism to showcase scenic spots in the Lake District that can be reached by train.

 “We want to connect people and places and as we welcome customers back to the railway it’s important this is done with the environment in mind. It helps protect stunning regions, like the Lakes, that many of us have longed to visit over the last 15 months. By championing destinations that can be explored utilising clean, green journey options, we hope to inspire visitors to enjoy sustainable adventures this summer and beyond.”

As well as highlighting train services, visitors will be signposted to onward travel options, so they understand that connections are available to bus services and low carbon car hire from train stations, as well as regular scheduled boat services on Windermere, Coniston and Ullswater.

For more information about visiting the Lake District, Cumbria without a car, people can visit

As businesses prepare for a busy summer season, Cumbria’s official destination management organisation (DMO) is working to showcase the opportunities available within the industry.

Brexit, the COVID-19 pandemic and the county’s super-aging population have led to a perfect storm, with many businesses now looking to recruit from a shrinking pool of applicants. However, the industry is offering amazing opportunities for employees of all ages and backgrounds, and Cumbria Tourism is showcasing these through case study interviews with workers from across the county.

For those looking to start a career, a summer job offers the chance to develop new skills alongside earning money and making new friends. Joseph Varden is currently working at the Newby Bridge Hotel on everything from hot tub maintenance to gardening to housekeeping after completing his GCSE year.

“It’s hard work but it’s worth it. It’s very important for people my age I think to be making money because it means you have a bit more freedom when it comes to stuff like wanting to buy a car. It’s helped me boost confidence from meeting new people and also to make new friends with lots of other people of different ages.”

Hospitality is a truly meritocratic career path, evidenced by Joseph’s colleague Amylea Wilson who, at the age of just 23 has already risen to the position of Duty Manager. Alongside on the job experience, Amylea’s employer has invested in her training, supporting her through her first year of college and allowing her to study for a degree with the University of Cumbria whilst working.

“Employers really do value their staff” says Gill Haigh, Cumbria Tourism Managing Director, which is leading on the countywide campaign. “They’re prepared to support them to receive the training they need to provide the best possible service for our visitors, We work very closely with the University of Cumbria who are currently offering fantastic scholarship opportunities for their Tourism Management MBA – and with the university recently ranked the fifth best in the country for producing CEOs and MDs there are real opportunities for advancement”.

Cumbria’s tourism industry isn’t just investing in its youth, the sector also welcomes staff looking to relocate from outside the county. Leigha Dixon is Assistant Manager at BAHA in Bowness and originally from Preston.

“I’ve been in hospitality since I was 18 and decided to come to the Lake District to broaden my horizons within the industry – I’ve been here just over two years and I’ve not looked back.

 “A lot of venues offer staff accommodation so that was a really big help to start with. It really helped me socialise with people, meet people especially people our age. I lived there for about four months and then looked for my own place and have been in a shared house now for just over two years.

 “The work-life balance is really good – I do my contracted hours and I still have time for myself or to see family or exercise up the fells. In the Lake District it’s a lot more chilled, it’s not as rushed. I feel that when you’re walking down the streets people are a lot happier.”

“Joseph, Amylea and Leigha are just three examples of the huge variety of opportunities available” continues Gill Haigh. “Whether you’re looking to take that first step on the career path, develop your skills through experience and qualifications, or relocate for greater opportunities and a better work-life balance Cumbria is the perfect place to live, work and play.

“These inspiring case studies are just a part of our wider recruitment campaign, designed to showcase not only the vacancies available but also the benefits of living and working within some of the most beautiful landscapes in the county.”

Video interviews with Joseph, Amylea and Leigha, alongside others, are available to watch at

Those looking for their next challenge can browse available vacancies at



Cumbria is blazing a trial with the launch of a new, interactive ‘Experience Adventure Guide’

that’s thought to be the first of its kind for a UK visitor destination.

Cumbria Tourism has teamed up with Carlisle-based Event Guides Ltd to create the film-led digital guide as part of ‘The Perfect Place To Be’ Recovery Marketing Campaign.

Cumbria’s Experience Adventure Guide aims to give people of all ages and abilities the inspiration they need to try new activities across the county, with everything from family adventure and things to do to on the water to more ambitious, adrenaline-packed challenges which appeal to younger visitors looking for adventures off-the-beaten-track. There is also a series of QR code posters for businesses to download and use that links through to the guide.

Carlisle-based Event Guides Ltd is best known for providing specialist publishing services to both UK and international organisers of business-to-business exhibitions such as the global travel industry’s largest trade event, World Travel Market.

With the events industry devastated over the past 15 months, it has been lending its services and expertise to Cumbria Tourism as tourism businesses start to emerge from the impact of the pandemic. The collaboration has also enabled Cumbria Tourism members to list their businesses free of charge.

Cumbria Tourism’s Marketing Manager, Sue Clarke, says, “Cumbria is a world-class destination with plenty of inspiring experiences and adventure-based activities for people to try. Our new Experience Adventure Guide has an interactive, film-led format to engage and enthuse potential visitors in a new and attention-grabbing way and we think it’s ideal for capturing the imagination of younger target audiences who will become those all-important repeat visitors of the future.

We are particularly excited to have collaborated with a company of the calibre of Event Guides Ltd to develop this new digital product and open people’s eyes to what’s available here in the Lake District, Cumbria.”

Managing Director of Event Guides Ltd, John Kinsella, comments: “There’s no doubt that there will be plenty of other destinations and tourist hotspots looking at this product with a great deal of admiration. The travel and tourism sectors have been severely impacted by the pandemic, but this is a wonderful testament to the spirit of resilience, innovation and collaboration that exists within Cumbria.

 “Consumers have been swamped with webinars, endless email marketing messages, social clutter and virtual events and whilst there is some great content out there, it is more difficult to stand out and capture their attention. The inevitable shift to more non-physical marketing communications means that messages must be delivered with dynamism, energy and excitement. We believe that the digital edition of the new Experience Adventure guide pushes all the right buttons and will give Cumbria a contemporary competitive advantage.”

Click HERE to view the online guide.


Cumbria Tourism and the Lake District Hotels Association have been delighted by countrywide support for their industry recruitment campaign and are calling on even more businesses and partners to add their voice by calling for the Government to recognise the issues affecting the sector.

 Research by Cumbria Tourism has discovered that the recruitment challenge is a significant issue for 68% of businesses, a figure which has doubled in just a few weeks. With the industry supporting 65,000 pre-COVID jobs in Cumbria alone the sector is facing real difficulties just as the summer season is due to begin.

With Cumbria’s working population already limited by a super aging population, transport connectivity challenges and a lack of affordable housing, the impact of Brexit was always going to create staff shortages, but the Coronavirus pandemic has pushed this ongoing issue into outright crisis.

 “After 18 months of trying to survive, businesses had been excited to get back to doing what they do best and providing fantastic Covid safe experiences for all” says Cumbria Tourism MD Gill Haigh. “It’s been heart-breaking to watch them forced to reduce their services due to a staffing crisis exacerbated by the pandemic and immigration changes.

 Businesses are running out of options following months of lockdown and now should be the time for them to begin the recovery process by welcoming visitors from across the country. Instead, we are seeing hotels, restaurants, pubs and attractions forced to turn away paying customers, limit opening hours and in some cases close completely – all due to a lack of staff.”

To draw awareness to the issue Cumbria Tourism and the Lake District Hotels Association are asking businesses to contact their MPs with three simple asks:

  • To consider an immigration exemption for the industry, similar to the agricultural sector, to allow overseas workers to plug the skills shortage short-term.
  • To add the role of chef to the shortage list, recognising it as a skilled position that requires training and experience.
  • To dedicate Government resources to an industry recruitment drive, highlighting the wide range of available career options and dispelling negative myths.

With this issue affecting businesses nationwide both organisations are also working closely with other partners to ensure a strong, coordinated approach.

Ben Mayou, Chair of the Lake District Hotels Association, says “across our hotel association as a snapshot, we are collectively short of 270 employees of which 68 are chef positions across 19 businesses. These are all permanent positions and in addition, we are also looking for 50 seasonal employees. Never have we experienced such difficulties in recruiting staff.  In the current climate however, roles are simply not being filled placing even more pressure on the existing teams.”

James Mason, Chief Executive of Welcome to Yorkshire, says “Tourism is a people industry. Businesses rely on staff to provide the top-level customer service we’re famed for and without a strong pool of front and back of house staff we’re operating with one hand tied behind our back before we even begin.”

“Put simply, if the sector doesn’t receive substantial support fast, we will see more businesses close” continues Gill Haigh.

“The industry is incredibly grateful for all the support received over the course of the pandemic, including the furlough scheme and business grants, but all this Government spending will go to waste if businesses are abandoned at this crucial stage.”

Further information on how to get involved in the campaign, as well as additional resources and advice on recruitment, can be found at Those looking to begin or continue their career within the county’s tourism and hospitality sector and view current vacancies at



Cumbria Tourism’s Annual General Meeting (AGM) has confirmed a number of changes to its Executive Board, including the introduction of two new Board members to help steer the industry through the post-pandemic recovery.

Following a rigorous application process, Cumbria Tourism’s members have formally ratified the appointment of two experienced and commercially minded Non-Executive Directors who will offer specialist knowledge and expertise to the organisation.

Jamie Allison, a partner at regional law firm Napthens will be the representative for professional services, while experienced hospitality director Nick Lancaster will represent the Western Lake District.

Kendal-based Jamie Allison heads up the Napthens’ Cumbria office and is also Head of their Real Estate group.  A highly experienced lawyer and advocate for Cumbria, Jamie has particular expertise within the licensed and brewing community (including as a relationship partner for the Society of Independent Brewers) and the wider leisure and hospitality sector.

He is also a non-Executive Director of community investment fund, Enterprise Answers and is on the board of both Kendal Futures CIC and Napthens charity foundation.

Meanwhile, Nick Lancaster’s career has seen him work for a number of hospitality businesses, from single independent units to multinational organisations throughout the UK.  During the last 16 years, he was Managing Director of Langdale Estate, one of the largest single-site hospitality businesses in the English Lake District.

Passionate about the local community, Nick is also a Professor of Practice at the University of Cumbria and is currently a tourism and hospitality consultant.

Both newly appointed Non-Executive Directors will hold office for a term of four years; they will then retire and be eligible for re-election for a maximum of 3 terms.

The changes ratified at Cumbria Tourism’s AGM have also seen the re-appointment of four other key roles. They are: Jim Walker, Lake District Estates (Large Operator Representative); Dan Visser, Langdale Hotel & Spa: (Digital Marketing Representative) (Currently Vice Chairman); Richard Rankin, H&H Group (Finance Representative); and Jennifer Cormack, Winander Leisure (Brand & Marketing Representative).

Cumbria Tourism’s Managing Director, Gill Haigh, says, “A strong, experienced and unified Board has never been more important for our industry as we navigate the challenges ahead, not least the post-pandemic recovery and the serious recruitment issues currently facing the sector.

 “We are delighted to welcome two new Non-Exec directors of Nick and Jamie’s calibre, as well as the reappointment of four extremely dedicated and capable directors who have already helped to champion and steer our industry through a very challenging 15 months. As an organisation, we must continue to evolve and serve our member businesses well, and I firmly believe these latest appointments will enable us to do just that.

Cumbria Tourism’s full list of Executive Board members can be seen at:

As an urgent response to the acute staffing crisis now threatening the post-pandemic recovery of Cumbria’s visitor economy, Cumbria Tourism is stepping up its recruitment marketing campaign to bring fresh faces into the industry.

Latest figures from the county’s Destination Management Organisation reveal that 68% of businesses now say recruitment of staff is a significant problem, despite businesses taking steps such as increasing salaries and benefits, improving shift patterns and offering accommodation.

The impact of Brexit, staff moving on during the pandemic and many businesses hiring at the same time are among the key factors.

As part of #theperfectplacetobe campaign, Cumbria Tourism has already been promoting the county as ‘the perfect place’ not only to visit, but also as a more permanent base to build a life and career.

It’s now building on this momentum – and its well-established job vacancies page at – to help inspire both locals and people from further afield to take up tourism and hospitality jobs in the world-famous Lake District and wider Cumbria.

The campaign is focussed on three main groups: 16-18 year olds (school leavers, college leavers and gap year students), along with visitors from out of county looking for long-term lifestyle changes and other local audiences including the semi-retired and residents living in more urban areas who may not have considered jobs in the Lakes.

Key activity will include a range of digital and social media content, alongside a series of free webinars for businesses, media relations and high-level lobbying to bring wider attention to the issue.  There will also be a ‘toolkit’ for businesses including practical advice and marketing materials to help them actively support the campaign and, in turn, increase the number of people choosing the Lake District, Cumbria as #theperfectplacetowork.

Commenting on the campaign, Cumbria Tourism’s Managing Director Gill Haigh says, “The beauty of this sector is just how much diversity we have to offer, whether that’s what you do, where you do it and how you do it. Full time, part time, working front of house or behind the scenes, there are so many incredible career opportunities right here in this stunning county for people of all ages and backgrounds.

“We know there will be lots of students finishing university looking for work or a gap year experience. Where better than the Lake District Cumbria – with many businesses offering accommodation, good rates of pay, lots of additional perks. Plus you get to meet lots of new people, learn new skills, build your experience portfolio and live the dream that is having this stunning, exciting and invigorating world class backdrop on your doorstep.

 “We also know that the impact of the pandemic has left many people re-evaluating their work life-balance and where they live. The Lake District Cumbria offers that balance in bucketloads, with some absolutely brilliant jobs in tourism, leisure, culture, food and drink, outdoor education, as well as supporting professions such as marketing, HR, legal and finance. We will also seek to harness people’s post-pandemic mindset: to find their own space and maintain physical/mental balance both in and out of work.

She adds, “A common misconception is that this is a low paid sector with unsociable shifts. The truth is that there are not just great salaries but additional benefits and a whole range of flexible work patterns. My favourite thing about this sector is it doesn’t matter where you start. If you set your stall out and are good at what you do, the sky really is the limit.”

Chair of Lake District Hotel Association, Ben Mayou, adds, “Recruitment is currently a significant challenge across all the hotels and attractions in our association. There is a stigma attached to working in hospitality in that it’s just a stop gap until something better comes along. I challenge anybody to find an industry that offers the range of roles that can be found in a hotel environment along with the flexibility of shifts.

 “Even for those who don’t intend to work in the industry for their entire career the social skills that can be learnt are transferable into any sector. Having moved to the North West in 2003 as a Trainee Manager I am myself evidence that there are countless opportunities to develop a rewarding and successful career whilst making a home in this beautiful part of the world.”

Any Cumbria-based tourism and hospitality business can register their job vacancies on Cumbria Tourism’s FREE jobs listing by completing our form HERE.



Ahead of the Spring Bank Holiday Cumbria’s official Destination Management Organisation is offering a warm welcome to staycationers planning their post-lockdown break as businesses continue to count the cost of the COVID-19 pandemic.


Official statistics from the Scarborough Tourism Economic Activity Monitor, commonly known as STEAM, highlights that Cumbria’s visitor numbers were almost halved in 2020. Now with lockdown restrictions easing, the DMO is encouraging tourists to plan ahead and book their next stay.


The latest STEAM analysis highlights Cumbria’s overall tourism performance for 2020 and reveals an overall loss of 49.7% in visitor numbers and the loss of £1.5 billion from the visitor economy. Tourism jobs fell by a similarly drastic amount, with almost 30,000 positions lost.


“After such a difficult 15 months we’d like to thank all of our visitors and businesses, as well as local communities, for playing their part in keeping communities safe” says Cumbria Tourism MD Gill Haigh. “With lockdown restrictions continuing to ease now is the time to book your post-lockdown break and support businesses across the county. Cumbria is open and we can’t wait to welcome our visitors back safely”.


“These latest statistics show just how badly the industry was affected by the pandemic. With hospitality closed for much of the year, alongside many key amenities such as public toilets and car parks, when visitors did come we saw some different patterns of visiting including lots of people experiencing the county for the first time and understandably drawn to the more famous parts of the county, whilst many more regular visitors chose to visit other areas including Cumbria’s wonderful coast.


Using much of last year’s learning Cumbria Tourism is working as part of a Tactical Visitor Management Group to support safe and enjoyable visiting experiences this year, including encouraging people to ‘know before you go’, to book ahead, to stay longer, explore more of the county and to visiting in the autumn and winter months, not just the summer. Cumbria Tourism has been busy creating lots of ideas and inspiration for car free days out and itineraries of things to do in the north, east, south and west of the county as well as the central Lakes. Find out more at


“With the Bank Holiday approaching and the promise of good weather on the horizon I know businesses are really enjoying being able to welcome visitors back and do what they do best”,’ said Gill Haigh, Managing Director, “However we’re far from out of the woods, and businesses really do need all our support so that they can continue to deliver fantastic experiences now and for years to come. My message to everyone, locals and visitors, is to say welcome back, have a fantastic time, and thank you for your continued support.”

Ahead of half-term next week, efforts are being stepped up to help motorhome owners visiting Cumbria to plan ahead, to pre-book their visits and to play their part in protecting the county’s world-famous landscape while they’re here.

Copies of Cumbria’s new Motor Caravanners’ Code have just gone up in poster form in a selection of petrol stations, service stations and supermarkets that visitors are likely to use as they enter the county. These can be seen alongside a facilities map to help people who may be unfamiliar with the area to easily identify basic facilities like public toilets and free black and grey waste disposal sites around the county. QR codes also direct them to more online information.

The Motor Caravanners’ Code aims to help the motorhome community enjoy the county’s scenic highlights without compromising its sensitive landscape. It includes handy advice such as planning routes which avoid narrow rural roads, seeking out approved parking locations and leaving ‘no trace’ in the local environment by taking litter home and not lighting fires outdoors.

To reinforce these messages, Lake District National Park Rangers will be out and about in the coming days speaking to motorhome and campervan owners and giving out accommodation and facilities maps.

Visitors can also access a full range of online resources before they arrive at: This includes recommended itineraries and days out which highlight the quieter parts of the county beyond the central Lake District, including Morecambe Bay and the Cumbrian coast, Hadrian’s Wall and the North Pennines.

It’s all part of the work Cumbria’s Tactical Visitor Management Group have been doing to help manage the growing demand from motorhome owners, following the upturn in motorhome ownership during the pandemic.

Managing Director of Cumbria Tourism, Gill Haigh, comments, “We expect the Lake District, Cumbria to be a popular destination for people visiting in their motorhomes and campervans this half term. They are very welcome, but to keep this unique place special for all, it’s really important to plan ahead, book ahead and follow some simple guidelines.

We’ve developed a wide range of resources not only to give practical know-how, but also to inspire people about the hidden gems they may not be aware beyond the usual tourist hotspots, from unique visitor attractions to local farm shops and eateries which give a unique taste of Cumbria.  It’s fantastic to see visitors valuing our precious landscape and supporting our local communities, and we want to give them all the advice and information they need to do just that.”

Tony Watson, Head of Visitor Services at the Lake District National Park Authority, said: “We’re pleased to welcome visitors back to the Lake District – and this new guide will help those arriving by motorhome or campervan to have the best experience here. The main message is please plan ahead – whether it’s avoiding the narrow routes, discovering a new campsite or knowing where to empty waste – these small but important actions will help protect this special place and allow everyone to continue to enjoy the National Park.”

As hospitality businesses across the county reopen their doors Cumbria Tourism is inviting all six of the county’s MPs to celebrate the tourism sector and meet with visitor economy representatives.

English Tourism week (22nd – 31st May 2021) is always an important opportunity to highlight the importance of Cumbria’s tourism industry, and after almost a full year of closure it has never been more important to celebrate its vital contribution to the local economy as well as highlight upcoming threats and opportunities.

“Our industry is made by people, both our visitors and those providing a warm Cumbrian welcome” says Gill Haigh, Cumbria Tourism MD.

“I know how much hoteliers, publicans, attractions, guides and more have been looking forward to welcoming visitors back. English Tourism Week is a fantastic opportunity to celebrate everything that’s great about tourism in Cumbria, and we’re delighted that our parliamentary representatives recognise the importance of the sector to the local economy.”

Following the success of similar events in 2020 to celebrate businesses reopening and also the launch of the Government’s ‘Eat Out to Help Out’’ scheme, this year’s visits will cover almost every corner of the county. All six of Cumbria’s MP’s have agreed to take part and hear first-hand the challenges businesses in their constituencies have and continue to face, alongside future opportunities and the support required to make the most of them.

The event began on the 19th of May with a visit by Cumbria Tourism MD Gill Haigh to Sedbergh, ideally positioned within both Cumbria and the Yorkshire Dales National Park. Alongside Welcome to Yorkshire’s James Mason Gill met with local businesses including Farfield Mill, the Black Bull, Sedbergh Soap Company, Howgills Accommodation, Sedbergh School, Westwood Books and the town’s Tourism Information Centre to discuss new opportunities and how both DMOs can work together to promote the area.

  • Barrow & Furness MP Simon Fell will be travelling around the Furness Peninsula alongside Cumbria Tourism representatives to meet and learn from business about the future potential for the area as a distinct destination, including through the ‘Cumbria’s Year of the Coast’ campaign.
  • John Stevenson MP will be hosting a business briefing at Carlisle Cathedral. Alongside Cumbria Tourism Chair Jim Walker and representatives from Carlisle City Council he will meet with key tourism and transport businesses to gain a fuller understanding of current issues and how the sector can be supported out of lockdown restrictions.
  • Copeland’s Trudy Harrison MP will be joined by Lord McLoughlin, Chair of the British Tourism Association. Together they will experience the fabulous visitor offering and future potential of Cumbria’s western coast, as well as attending a roundtable discussion on the topic of transport infrastructure and future opportunities.
  • Penrith and the Border MP Neil Hudson will learn about Cumbria Tourism’s plans to further increase the profile of the Pennines and Eden Valley with visits to both Alston and Kirkby Stephen to highlight the tranquillity of the area, including its potential to become a dark sky tourism hotspot. Both visits will also feature opportunities to speak with local business representatives.
  • Westmorland and Lonsdale MP Tim Farron will meet tourism and culture representatives at the Lakeland Motor Museum, hearing what support businesses need in order to reopen fully as quickly and safely as possible. Alongside a growing recruitment staffing crisis social distancing rules, whilst important to help stop the spread of COVID-19, limit business capacity and could slow recovery if Government aid is not extended.
  • Workington’s Mark Jenkinson MP has been invited to learn about Cockermouth’s tourism industry. Perfectly situated on the edge of the Lake District National Park, he will learn about the area’s huge potential for corporate tourism as well as how quality establishments benefit the local community, increasing spend in local restaurants, pubs and experiences.

The recent move to Stage 3 of the Government’s ‘reopening roadmap’ has allowed many businesses to either reopen or extend their services. However, after such a long period of closure, and with social distancing requirements limiting capacity, the industry is relying on the support of British holiday makers and local residents to help it through the coming months and, in turn, provide them with the much longed for leisure experiences they have been missing.

Looking beyond COVID-19, these events are also an opportunity for visitor economy representatives to highlight priorities, including the urgent staffing crisis facing the industry, the importance of growing the winter tourism market, strong transport connectivity and ensuring visitors are inspired to discover every hidden gem Cumbria has to offer.


“From England’s highest market town to England’s book town, England’ border city to the town of Wordsworth’s childhood, we will be showcasing just how much the county has to offer and why Cumbria is #ThePerfectPlaceToBe.”