Cumbria Tourism is working alongside VisitEngland to help launch a major new coastal marketing campaign next Monday 16 February – an ambitious initiative designed to inspire people across the UK to rediscover the beauty, character and diversity of our regional coastline.
Working in partnership with Marketing Lancashire and the Liverpool City Region Destination Partnership, Cumbria Tourism is proud to be one of three Local Visitor Economy Partnerships (LVEPs) spearheading this high-profile VisitEngland campaign, which will focus entirely on the North West coast and the communities that shape it.
Running over four months, the campaign is designed to drive visits and overnight stays during the so-called ‘shoulder’ season – supporting coastal tourism businesses outside the most popular summer holiday period and driving forward one of Cumbria Tourism’s key ambitions to spread the benefits of tourism more evenly across the county.
Targeting mainly young adults and families, it will showcase the breadth of coastal experiences: family-friendly beaches, breathtaking scenery, historic harbours, coastal walking and cycling routes, creative communities, and independent attractions and eateries – all offering a warm welcome, all year round.
It’s an opportunity to champion the full expanse of Cumbria’s extraordinary shoreline – from the sands of Morecambe Bay and the industrial heritage of Barrow and the Furness Peninsula, to the dramatic west coast, and the peaceful, nature-rich Solway Firth.
This joint North West coastal campaign also aligns with Cumbria Tourism’s work alongside both local authorities to develop and position Cumbria’s Coast as a ‘multi-user’ route of national and international significance – one of the ambitions set out in the county’s collective Destination Management Plan (DMP).
Managing Director at Cumbria Tourism, Gill Haigh, says: “With outstanding natural beauty, a rich cultural heritage and a growing reputation for creativity, food and drink, outdoor activities and nature-based experiences, Cumbria’s coastline is poised to take centre stage – and Cumbria Tourism is proud to be championing it, working alongside VisitEngland and our fellow North West destinations in Lancashire and the Liverpool City Region.”
“From Morecambe Bay to the Solway, our coast is rich in stories, landscapes and experiences – and of course, it’s home to brilliant tourism businesses and communities who are ready to welcome visitors beyond the traditional summer peak.
“This campaign is about unlocking the potential of those coastal places, advocating for local operators and reminding people that unforgettable coastal breaks don’t require long journeys or long-haul flights. World-class experiences are right here on our doorstep!”