As a valued partner of Cumbria Tourism, the Executive Board wishes to share with you the attached draft strategy, which it is recommending for approval.

The summary document sets out Cumbria Tourism’s high-level ambitions and strategic direction of travel for the whole of the county for the next five years.

We have been a lead partner in the development of Cumbria’s Local Industrial Strategy and the LEP Visitor Economy Group Plan, which has identified eight key priority areas in order to deliver its mission to: “Build on existing excellence and vibrancy to annually grow the Cumbria wide economic value of the Visitor Economy in real terms over the next five years and to do so in a sustainable manner, developing new opportunities in current underserved parts of the county.”

 These include:

  1. Investment and product development to improve the visitor offer countywide
  2. Effective and tactical marketing to increase the value of tourism (domestic and international) to all parts of the county – attract and disperse
  3. Extend the Seasons
  4. Inclusivity – tourism for all
  5. Development of a Sector Career and Skills Academy to support recruitment, skills and retention
  6. Sustainable low carbon transportation
  7. Digital connectivity
  8. Seeking to secure Sector Deal Tourism Zone Status for Cumbria

 Cumbria Tourism has a growing role as destination coordinator and is pivotally placed to deliver against all these priorities; including leading on Tourism Zone Status, improving the visitor offer, marketing and extending the seasons and contributing significantly to all the others. Cumbria Tourism’s strategy is premised on collaboration – businesses, organisations and individuals across the county and beyond – working together on behalf of the sector.

The draft has also been evidenced and informed by:

  • Cumbria Tourism’s own member and visitor data and trends
  • The LEP Industrial Strategy and Visitor Economy Growth Plan
  • The Lake District National Park Local Plan and Partnership Plan
  • Economic strategies and plans of all our local authority partners
  • VisitEngland’s Strategic Framework
  • The Government’s Tourism Sector Deal

Your views are invited and should be sent to Dianne Furness by 12pm, Monday 23rd March.

  1. Click here to view draft strategy

For further information

Contact The PR Team on
01539 822222 or