Latest figures reveal that Cumbria’s tourism sector continues to lag well behind pre-Covid levels.

The statistics for 2021 come from the Scarborough Tourism Economic Activity Monitor, commonly known as ‘STEAM’. The annual assessment has taken place for more than 20 years and is produced on behalf of a partnership led by Cumbria Tourism and supported by Cumbria’s District Councils and the Lake District National Park Authority.

  • The total revenue generated across the county by the sector was £2.6billion in 2021, still 16% behind 2019 when revenue was £3.1billion.
  • Whilst visitor numbers increased last year compared to 2020, the various lockdowns meant visitor numbers remained 23% down on 2019.
  • Compared to 2019, day visitors were 24% down and staying visitors 12% down in 2021.
  • There were 17% fewer full-time equivalent roles in 2021, compared to 2019 (a drop of 6,286 FTEs, which is estimated to equate to 10,809 actual jobs).

Highest levels of economic growth in 2021 were in shopping, accommodation and transport. Spend on both recreational activities and food and drink was less buoyant, compared to the previous two years. 84% of visitors to Cumbria were visiting just for the day. Day visitors generated just under half of the county’s tourism revenue (49%) and staying visitors just over half (51%).

In a usual year, the six-month period between April and September generates around 62% of tourism revenue for the year.

In 2020, almost half of the year’s total revenue was generated in just three months between July and September. Just 4.7% was generated between April and June. In 2021, a similar pattern of concentration was found, with 45% of the total year’s total revenue concentrated in July, August and September.

Commenting, Managing Director of Cumbria Tourism, Gill Haigh says: “As expected, with greater freedoms from May onwards, and with the restrictions on overseas travel, 2021 saw a much-needed bounce back on 2020 when the value of the visitor economy halved. This together with a range of support measures from the Government was critical to supporting businesses, jobs and communities.

“However, the losses incurred by businesses in 2020 and last year, together with rising costs, the return of international travel for the domestic market and the slow return of our international markets, means that there is still a long road to full recovery. So far this year businesses are reporting a mixed picture with the cost of living having its impact on the sector. Businesses are particularly concerned about the winter months.

“Our visitor economy is integral not just to the businesses but to jobs and the fabric of our places and communities. That is why it is essential that businesses that are supported by the sector, as well as our partners, continue to support Cumbria Tourism who, in turn, will continue to invest in destination marketing inspiring visitors to come throughout the year, explore all parts of the county and to ultimately have an amazing experience.”

Cumbria Tourism’s Annual General Meeting (AGM) has today officially heralded a number of important changes to its Executive Board and Presidency.

Standing down, Eric Robson was recognised at the AGM for his invaluable support of the county’s Destination Management Organisation in his role as Cumbria Tourism President over the last three years.

Renowned broadcaster and author Eric took on the honorary role in 2019 following a long-standing association with Cumbria Tourism, including a number of years as Chairman. Most recently he was awarded an OBE for his services to tourism in the 2021 New Year Honours list and he will continue to champion the county’s tourism industry on the national stage.

Eric’s successor as President will be current Cumbria Tourism Chairman Jim Walker, who has a breadth of senior management experience in a range of public and private sector roles, such as the Chief Executive of the Lake District Estates Group and Head of Cultural and Tourism Services at South Lakeland District Council.

A fellow of the Tourism Society, Jim is also currently Chairman of Eden Tourism Network and has been an enthusiastic supporter of Cumbria Tourism during the whole of his 40+ year career in tourism in the county – including a stint as the organisation’s Interim Managing Director in 2017.

As a special thank you for his 12 years of service on the Cumbria Tourism Executive Board, Jim was presented with two Cumbria Crystal Grasmere Double Old Fashioned Whisky Tumblers – as used by James Bond actor Daniel Craig in Casino Royale.

The Annual General Meeting (AGM) at the Castle Green Hotel in Kendal also saw the appointment of three new Non-Executive Director roles, following a rigorous application process. All three will offer specialist knowledge and expertise to the organisation:

  • Communications and PR – Mark Holroyd from Forestry England is currently Head of Recreation and Communications for their north region. He has wide-ranging local and national experience in the tourism industry. This includes a previous role with National Parks across the UK, leading tourism development and working with VisitEngland / VisitBritain and other Destination Management Organisations nationally.


  • Large Operator – Rachel Bell from Lake District Estates, which operates in 5 out of the 6 Cumbrian districts across a wide range of tourism product.  With existing leadership roles representing the Western Lake District and Coast group, the Ullswater Association and Bay Tourism Association, Rachel will bring wide-ranging operational, marketing and product development experience. She also has significant funding experience, both in the commercial and charitable sectors.


  • Small Operator – Fiona Shore from Near Howe Cottages at Mungrisdale has much to contribute about her journey and how Cumbria Tourism can assist new and small operators going forward. She also has a background in transport planning and research.

Each newly appointed Non-Executive Director will hold office for a term of three years; they will then retire and be eligible for re-election for a maximum of three terms.

Jim Walker comments, “It has been a huge privilege to serve as Chair of Cumbria Tourism’s Executive Board during the last 3 years. The pandemic has required us to dramatically strengthen our work to support our members during one of the most difficult periods of the organisation’s history. Thanks to a superbly experienced and skilled board of directors together with the most brilliant staff team we have come through this and supported Cumbria’s valuable visitor economy to the very best of our ability.

“Being proposed for President by the CT Board and following in Eric Robson’s highly capable and high-profile footsteps is an amazing and completely unexpected honour for me. I look forward to this new role immensely and will do everything I can to continue to support our members as we navigate the many new challenges our industry now faces.”

Eric Robson comments, Working with Gill Haigh and the talented management team at Cumbria Tourism has been a privilege and a pleasure. May I wish Jim well in his new role and of course I’m available to help in any way I can.”

Cumbria Tourism offers its sincere thanks to Eric for his long-standing service and contribution, along with the Board members also stepping down following their terms as valued Non-Executive Directors and observers:

  • Kerry Powell (Lake District National Park representative)
  • Mike Turner (Small operator representative)
  • Paul Armstrong (Observer – University of Cumbria)
  • Liz Moss (Observer – cultural sector).

The organisation’s new-look Executive Board will select a new Chairperson to replace Jim Walker when it meets for the first time in July.


Helping tourism businesses work together for a leaner, greener future will be top of the agenda at one of the visitor economy’s key yearly events next month – Cumbria Tourism’s Annual General Meeting (AGM).

Amid spiralling costs for businesses, the showpiece event at Kendal’s Castle Green Hotel will feature a special line-up of guest speakers to help tourism operators implement a range of cost-saving measures and become more economically and environmentally sustainable.

Practical energy-saving tips, electric vehicle charging made simple and low carbon funding opportunities will be among the topics taking centre-stage on Thursday 16 June, along with a sneak peek at the upcoming Eden North project.

That includes Electricity North West’s Strategic Decarbonisation Manager, Jonny Sadler, who will be helping businesses make sense of electric vehicle charging; from installing electric charge points to potential costs, grants and tax benefits.

Meanwhile, tourism operators will hear from the Chief Executive of the Lake District Foundation, Sarah Swindley. She will be guiding businesses through the latest case studies, trends and future opportunities to help them make the switch to more cost-efficient, low-carbon alternatives.

Then Tim Narey from Eden Project North will be sharing the latest updates on this major new attraction for Morecambe Bay, outlining what it means for the visitor economy and how it could have a far-reaching positive impact for Cumbria and the wider North West.

The AGM will also feature news and introductions from Cumbria Tourism’s newest Executive Board members, alongside a ‘Question Time’ style session with the guest panellists and an update on the organisation’s plans to support and showcase the industry over the coming months. The event is sponsored by Electricity North West.

Managing Director of Cumbria Tourism, Gill Haigh, says, “Our AGM is an important date in the calendar for tourism and hospitality businesses to come together, to share experiences and to develop new ways to tackle some of the key day-to-day challenges they are facing as they forge ahead with the first full visitor season in three years – not least the current cost of living crisis.

“At the heart of the event will be a focus on how we can all work together to develop more sustainable working practices, not only helping to safeguard our world-class destination but enabling businesses to save money and even develop new selling points.

“Our tourism member businesses will hear from expert speakers with immense experience and practical advice at this time of unprecedented rising costs. It’s also a chance to get the very latest industry updates for the county, as well as hearing more about Eden North – a major development with the potential to make a massive positive impact across our region.”

Any of Cumbria Tourism’s 2,500 member businesses can pre-book their free places for the AGM now by visiting:

Tourism-related businesses who are interested in becoming a member of Cumbria’s official Destination Management Organisation can contact the team and speak to Ben Melling to find out more about the benefits on: 01539 822222 /

As the weather looks set to hot up, visitors and residents alike are being encouraged to make the most of recently expanded ‘Rail Trails’ opening up new ways to explore the Western Lake District, Furness Peninsula and Lakes Line routes.

Cumbria Tourism has teamed up with Northern to inspire people to enjoy more days out in the county by rail, as well as highlighting the availability of special ‘duo’ tickets – providing 25% off train tickets when people travel in pairs. Duo tickets are being heralded as a cost-effective way for local residents to travel around the county more and enjoy all the world-class destination on their doorstep.

Meanwhile, the new downloadable additions to the popular ‘Rail Trails’ series highlight inspiring walks and activities suitable for all ages and accessible from either the Furness or Lakes Lines, with regular rail connections across Cumbria and North Lancashire.

The trails have been created in partnership with Community Rail Cumbria and offer passengers the opportunity to leave their car at home while they explore a range of sites teeming with nature, history and stunning views.

Some of the Rail Trails in and around the Furness Peninsula include the coastal gem of Grange-over-Sands and foodie mecca Cartmel, which is home to Michelin-starred restaurants and the world-famous Cumbrian sticky toffee pudding. Other highlights include the rich history of Furness Abbey, founded in the 12th Century and a key part of Henry VIII’s break from Rome.

Meanwhile, Lakes Line Rail trails include the quintessential Lake District village of Staveley – home to Hawkshead Brewery and Beer Hall. Alternatively, people can delve into the history and nature of Kendal and the River Kent. Or they can stroll across to the scenic Cockshott point from Windermere station, with the option to take in the lovely restored Claife Viewing station.

Additional trails along the Cumbrian coastline are also featured, including walks taking in the stunning views from and around St Bees Head. With views north across the Solway Firth to Scotland and west over the Isle of Man towards Ireland, hikers will be spoilt for choice.

Chris Jackson, regional director at Northern, who funded the project, said: “Cumbria is a amazing county to explore, from glorious coastlines to majestic mountains and, of course, crystal clear lakes. And there’s no better way to experience everything Cumbria has to offer than by using the train to go do your thing.

“Our customers are at the heart of everything we do and, to help make the most of any visit to Cumbria, rail users can access great value fares to make sure they have more cash in their pocket to sample either the great food on offer or snare a souvenir.”

Sustainable Transport Lead at Cumbria Tourism, Gemma Procter, says, “As spring turns to summer, the Lake District Cumbria is a truly magical place – leaving the car behind and exploring by rail and foot can open up memorable experiences for day trippers who want to get out and make the most of our diverse and inspiring county. Of course, it’s a fantastic way for people to reduce their carbon footprint and be more environmentally conscious too.

Offering a range of routes of varying length and difficulty, the Rail Trails all start and end at railway stations so planning your day couldn’t be easier!”

Visitors can access the Rail Trails at or find out more about Northern’s ‘duo’ tickets on

More handy tips to help people get around by train are also available at:

Northern is the second largest train operator in the country, with nearly 2,000 services a day to more than 500 stations across the North of England.

A residents’ discount scheme set up by Cumbria Tourism to support local communities has scooped a top accolade at the UK Enterprise Awards.

The news that MyCumbria has has been awarded ‘Most Innovative Regional Business Discount Card Enterprise’ comes as the scheme celebrates its tenth anniversary this month.

Hosted by SME News, the UK Enterprise Awards celebrate vibrant business industries across the UK. Now in their sixth year, the 2022 awards highlight small to medium-sized enterprises which have adapted and innovated to weather the storm of COVID-19.

It’s a double celebration for the MyCumbria card scheme, which was set up exactly ten years ago this month by the county’s official Destination Management Organisation – purely for people living or working in Cumbria.

MyCumbria recognises the vital role that locals play in supporting the county’s visitor economy and gives them the chance to explore the county at discounted rates, with more than 200 unique residents’ offers for a wide range of attractions, retailers, cafes, pubs and quintessentially Cumbrian products throughout the county.

To mark the occasion, MyCumbria is hosting a series of anniversary daily giveaways for local people throughout May, with card holders entered automatically into a daily each day until the end of the month.

Among the 31 special prizes on offer are family attraction tickets, annual experience passes and £100 to spend at selected local producers, as well as an array of afternoon teas, Sunday lunches and money to spend at restaurants and hospitality venues.

Ben Melling oversees the MyCumbria scheme at Cumbria Tourism. He says “Wow, what fantastic timing to be recognised by the UK Enterprise Awards, at the start of MyCumbria’s birthday month!

“We know that MyCumbria is great for people who live and work here, helping them to explore more of the county at a time when household budgets are tight.

“Residents are also keen to support their local communities and do their bit for the recovery of Cumbria’s economy, so it’s a great way for businesses who want to tap into the local market to attract a new customer base.  We are always on the lookout for more exclusive offers to include on the MyCumbria scheme and it’s completely free for businesses get involved.”

MyCumbria card holders need to have a valid CA or LA Cumbria postcode at either a home or work address. For the annual price of £20, they then get access to a range of exclusive discounts for retailers, attractions, hospitality venues throughout the county.

To find out more about the MyCumbria card and the tenth anniversary raffle, visit: 


A new county-wide survey into visitor trends and behaviour has got underway, with more than 2,000 face-to-face interviews planned in the coming months as part of a major Cumbria Tourism project to better understand people’s travel habits.

The Cumbria Visitor Survey will see researchers carry out in-depth questionnaires at almost 60 locations throughout the county – the first time this level of face-to-face research has been carried out since 2018.

One of the main aims of the new research is to find out more about the ‘new’ visitors who have discovered – or rediscovered – Cumbria over the last two years, as well as better understanding any changes in the way people plan to holiday in future.

The results will be collated and analysed between now and November and will help determine people’s perceptions and expectations of a stay in Cumbria, what motivates them to choose our destination and what activities they do while they are here. Questions will range from how they prefer to book, which locations they visit, how they travel, how much they spend, and how satisfied they were with their visit.

As the official Destination Management Organisation for the county, Cumbria Tourism takes the lead on the Cumbria Visitor Survey with support from the Lake District National Park and seven local authority partners. That includes Allerdale Borough Council, Barrow Borough Council, Carlisle City Council, Copeland Borough Council, Eden District Council, South Lakeland District Council and Cumbria County Council.

Cumbria Tourism’s Research Manager, Helen Tate, says, “The Cumbria Visitor Survey is a key piece of research which not only identifies where our visitors come from, but looks at everything from the size and composition of their party, to what they do – and spend – while they are here.

“Although we’ve been able to continue our online surveys during the pandemic, this is a crucial opportunity to restart our face-to-face engagement with a large number of our visitors. To gain a representative sample, we’ve carefully selected almost 60 locations which are designed to pick up different types of visitors and compare results with surveys carried out since the research began in 2006.”

Managing Director of Cumbria Tourism, Gill Haigh, adds, ““This is a golden opportunity to gather valuable information about trends and changes in what our visitors both expect and need from their next holiday.

“It’s also a really collaborative project. Cumbria Tourism’s role as the county’s Destination Management Organisation means we are in a unique position to work across local authority boundaries with our partners, to ensure we get the fullest, most accurate picture of evolving visitor behaviour.

“Collectively, we will use the results to support our national lobbying work as a county, to inform our future marketing activity and to identify opportunities and areas of development to help grow the value of our visitor economy and bounce back from the effects of the pandemic. It’s also fantastic insight for tourism operators to use directly in their own business development and marketing plans.”

Cumbria Tourism will reveal the key findings of the Cumbria Visitor Survey in the autumn.

The finalists of this year’s Cumbria Tourism Awards have been officially unveiled, as the ‘Oscars’ of the county’s tourism industry makes a long-awaited comeback after a three-year absence.

The awards span 16 categories covering every conceivable type of tourism business and celebrate the very best of Cumbria’s vibrant visitor economy. More than 100 entries were whittled down to the shortlist being revealed today, against a backdrop of one of the most challenging periods in the industry’s history.

The finalists now face another round of judging, including a series of mystery shopping visits before the ultimate winners are selected ahead of a VIP awards ceremony at Kendal’s Castle Green Hotel later this summer.

Held in association with United Utilities, the big event on Wednesday 6 July will be hosted by Dave Guest, who spent almost 40 years with the BBC and became one of the most recognisable faces on regional TV.

Dave documented some of the North West’s most memorable moments and won a number of prestigious broadcasting awards including the Royal Television Society’s award for Best Reporter on a Regional Programme.


The Cumbria Tourism Awards 2022 finalists are:

Accessible and Inclusive Tourism Award

Sponsored by The Cumberland

  • Anyone Can, Newby Bridge
  • Calvert Lakes, Keswick


Ethical, Responsible & Sustainable Tourism Award

Sponsored by Stagecoach Cumbria and North Lancashire

  • Long Valley Yurts, Windermere
  • Muncaster Castle, Gardens and Hawk & Owl Centre
  • Shed 1 Gin, Ulverston


Large Hotel of the Year

Sponsored by Christie & Co

  • Armathwaite Hall Hotel and Spa, Bassenthwaite Lake, Keswick
  • Linthwaite House, Windermere
  • Skiddaw Hotel, Keswick


Small Hotel of the Year

Sponsored by Colliers

  • Askham Hall
  • Farlam Hall Hotel & Restaurant, Brampton
  • The Yan at Broadrayne, Grasmere


B&B and Guest House of the Year

Sponsored by Lamont Pridmore

  • Cedar Manor, Windermere
  • Lockholme Bed and Breakfast, Kirkby Stephen
  • The Sally, Irthington


Self-Catering Accommodation of the Year

Sponsored by Out of Eden

  • Dufton Barn Holidays
  • Elmira & Maid of Kent – Ravenglass Railway Camping Coaches
  • Lakes Hostel, Windermere
  • Waterbird Boathouse at Hill of Oaks Park, Windermere


Camping, Glamping & Holiday Park of the Year

Sponsored by David Allen

  • Pennine View Park, Kirkby Stephen
  • Park Foot Holiday Park, Ullswater
  • The Quiet Site, Ullswater


Small Visitor Attraction of the Year

  • Muncaster Castle, Gardens and Hawk & Owl Centre
  • Wordsworth Grasmere


Large Visitor Attraction of the Year

Sponsored by H&H Reeds

  • Treetop Lake District, Brockhole, Windermere
  • Tullie House Museum & Art Gallery, Carlisle
  • Walby Farm Park, Crosby-on-Eden


Experience of the Year

Sponsored by Burnetts

  • Graythwaite Adventure
  • Honister Slate Mine
  • Shed 1 Gin, Ulverston
  • Mountain Goat Tours, Windermere


Pub of the Year

  • The Black Swan, Ravenstonedale
  • George and Dragon, Clifton
  • Three Shires Inn, Little Langdale
  • The Wheatsheaf, Beetham

Taste of Cumbria Award

Sponsored by Eden District Council

  • Allium at Askham Hall
  • The Cottage in the Wood, Braithwaite
  • The Music Room at Augill Castle, Kirkby Stephen
  • The Yan at Broadrayne, Grasmere


Makers and Producers Award

Sponsored by ECO-I North West

  • Aqua Pura, Armathwaite
  • Lakes Ice Cream, Kendal
  • Pure Lakes Skincare, Staveley
  • Shed 1 Gin, Ulverston


Wedding Venue of the Year

Sponsored by Dodd & Co

  • Askham Hall & Bank Barn
  • Briery Wood Country House Hotel, Windermere
  • The Coppermines Lakes Cottages, Coniston


New Tourism Business Award

Sponsored by Thomson Hayton Winkley

  • Bassenthwaite Lake Station
  • Dandelion & Hoglet Holiday Cottages, Dalston
  • The Green Cumbria, Kirkby Stephen
  • Lakes Laser Tag, Ulverston


The Sheila Hensman Unsung Hero Award

  • Michael Wilson, The Guide over Sands Trust
  • Roland Thompson, Honister Slate Mine
  • Joseph Cobb, Lake District Country Hotels, Windermere

To round off the night there will also be a special surprise presentation for the Bernard Gooch Tourism Personality of the Year’. This is the highest award collectively given by the industry for an individual’s lifelong services to tourism.

Many of this year’s winners will also go on to represent the county nationally at the VisitEngland Awards for Excellence 2023.

Managing Director of Cumbria Tourism, Gill Haigh, says, “The Cumbria Tourism Awards is all about celebrating our industry and the hardworking businesses who have continued to forge ahead in some of the most challenging circumstances anyone could have ever imagined.

“I’ve been bowled over by the innovation, adaptability and sheer resilience of our incredibly diverse tourism sector spanning the length and breadth of Cumbria. These businesses put high quality customer experiences at the heart of everything they do and it will be a privilege to bring the finalists together this July to mark their achievements. There’s no doubt the judges now have a very tough task on their hands to choose the ultimate winners.”

Event host Dave Guest adds, “I’m delighted to have been invited to host the awards event in July as the county celebrates the very best its tourism sector has to offer. The sector has lived through some extremely difficult times because of the pandemic – but it’s not only survived, it’s come back even stronger.”

Cumbria Tourism is grateful to its sponsors for making the much-awaited return of the competition possible this year, including headline sponsor United Utilities, EWGA Wines and Lawson Design.

Job seekers from across Cumbria will have the chance to speak directly to some of the county’s most innovative and inspiring employers at a special two-day event taking place next week.

Around 75 organisations will be taking part in the large-scale Jobs and Careers Fair taking place on Wednesday 4 and Thursday 5 May at the future home of Kendal College’s third campus – the second floor of the Westmorland Shopping Centre.

It’s all being hosted by a partnership of local organisations, including Cumbria Tourism, the Federation of Small Businesses, Inspira, Job Centre Plus, Kendal College and LOCALiQ.

Aimed at all ages and career stages, the event will feature both current job vacancies and opportunities to develop longer-term careers in key industries ranging from tourism and hospitality, to professional services, healthcare and public sector roles.

Alongside recruitment agencies and other support organisations like the Financial Management Bureau, a number of Universities and Further Education institutions from across the North of England will also be on hand to offer advice and inspiration.

That includes not only the University of Cumbria and Lancaster University, but the Liverpool Institute for Performing Arts (LIPA), Myerscough College, Edgehill and the University of Sheffield to make just a few.

Chris Gibson, Contract Manager at Inspira comments, “This will be an important event for jobseekers from across the county. Whether you’re looking for a part-time role, searching for a new long-term career or just toying with the idea of a job move in the near future, it’s an opportunity to come face to face with a wide range of businesses and scratch beneath the surface of what’s involved in different industries.

“So often, we have fixed ideas about what it means to work in say, tourism or hospitality – but the reality can be very different. This event is all about opening people’s ideas to the diversity and flexibility of Cumbria’s jobs market and I hope jobseekers from a whole range of backgrounds and circumstances will make the most of it.”

The Holker Group is one of the home-grown businesses taking part. Bev Russell, HR Manager at the Holker Estate says, “The Holker Group has a wide and varied portfolio of business interests and are passionate about the local communities and environments in which we work. Our business includes: Burlington Slate, Cartmel Racecourse, land and property and of course, Holker Hall and Gardens.

“We really do have a vast and varied array of roles, which includes gardeners, ground staff, events mangers, administrators, land agents, mechanical engineers, production and quarry operatives, and let us not forget our supporting services such as IT, HR, finance, and health and safety. This event provides an excellent opportunity for us to showcase the scope of superb roles, that are available on the Estate and around our ever-evolving company.”

Lakeland will be another of the key employers at the event. Kelly Howe, Communications Manager at Lakeland adds, “We’re delighted to be supporting the Jobs and Careers Fair and are looking forward to sharing our employment opportunities with everyone attending. Our team will be on hand to talk about our roles and share what it’s like to work at Lakeland, as well as providing helpful information on how to apply for a role and insight into the application process.

“As a national, multi-channel retailer with our Head Office and Distribution Centre in the heart of the Lake District, there are often exciting opportunities across departments such as marketing, buying, finance, distribution, customer service and retail and we’re looking forward to exploring these in more detail with attendees at the fair.”

The Jobs and Careers Fair will open its doors from 10am to 6pm on Wednesday 4 and Thursday 5 May on the second floor of the Westmorland Shopping Centre.

For further information visit: 

One of the UK’s leading Destination Management Organisations, Cumbria Tourism, is on the look-out for three new Non-Executive Directors to help maximise new opportunities for the industry – following an incredibly challenging two years during the pandemic.

Applications are now open for a total of three vacant roles to support Cumbria Tourism – the official voice of the county’s tourism and hospitality sector – and help drive forward the county’s visitor economy.

Established more than 40 years ago, the organisation represents around 2,500 member businesses and is recognised nationally, regionally and locally for the significant role it plays in supporting tourism-related businesses and elevating the county’s world-class visitor destination.

Cumbria Tourism’s new Non-Executive Directors will demonstrate passion and enthusiasm for improving all aspects of Cumbria’s tourism sector, as well as the skills and experience to help spearhead Cumbria Tourism’s ambitious commercial aims as an organisation.

They will reflect the diversity, geography, breadth and focus of Cumbria Tourism’s membership. Specialist knowledge and expertise in one of the following three categories would also be an advantage:

  1. Large tourism operator
  2. Public relations and communications
  3. Small tourism operator

Managing Director of Cumbria Tourism, Gill Haigh, says, “To keep the organisation agile and innovative in a fast-changing world, we have a rolling programme of Non-Executive Director appointments and are now looking for applications from experienced and commercially minded professionals who can guide and support both Cumbria Tourism and the wider industry.

“It’s been an incredibly difficult couple of years for the sector and we have many challenges, but also huge opportunities ahead. It’s critical that Cumbria Tourism remains at the top of its game, in order to maintain our market share and support for member businesses.

“The commitment, passion and skills of our private sector Non-Executive Directors will help us to realise our full potential and we are looking forward to applications from like-minded individuals to join us as we champion the county as a leading visitor destination.”

Each newly appointed Non-Executive Director will hold office for a term of five years; they will then retire and be eligible for re-election for a maximum of three terms.

Full details of each vacancy and the application process are available on the Cumbria Tourism website.

The closing date for applications is 9am on 26 May 2022 and the new Board members will take up their roles ahead of Cumbria Tourism’s Annual General Meeting on 16 June.