Cumbria Tourism launches new culture and heritage campaign

by | Jan 24, 2024 | News

The Dock Museum, Barrow

Cumbria Tourism is leading a new campaign to showcase the cultural and heritage attractions of Westmorland & Furness.

Let’s Go Culture – Westmorland and Furness has received £175,908 from the UK Government through the UK Shared Prosperity Fund and is being supported by Westmorland & Furness Council.  The campaign will shine a light on the region’s world-class cultural attractions such as Barrow’s Dock Museum and Wordsworth Grasmere from now until 31 March 2025.

The primary aim of the campaign is to drive visitor numbers up in the area’s key indoor cultural attractions and events and position Westmorland and Furness as a leading destination for arts, culture, heritage and creative activities.  A secondary approach will be to drive up audience numbers in the quieter winter events and encourage more visitors to arrive by public transport.

Over the course of the campaign, a wide range of tactics will be utilised to reach multiple audiences targeting local, regional, national and international travellers.  The Cumbria Tourism team will undertake a high-profile marketing campaign, working in consultation with the team at W&F, using both on and off-line channels and PR.

A new landing page of has been created offering up itineraries and ideas designed to tempt visitors to try something new in the Westmorland and Furness area.  While the campaign will encourage overnight stays, there is also a major drive to entice visitors from within a 60 – 90-minute drive time, plus encourage locals to take advantage of cultural attractions on their doorstep.

The Let’s Go W&F Culture project will also help raise accommodation providers’ awareness of the cultural attractions and events they can use to promote to their guests.  Meanwhile, a digital ‘toolkit’ will be created, with practical resources to help businesses better promote upcoming cultural activities in Westmorland & Furness.

Councillor Virginia Taylor, Westmorland and Furness Council’s Cabinet Member for Sustainable Communities and Localities, said: “Westmorland and Furness is home to many artists – and its varied artistic and cultural institutions are a key strength in our area’s strong, vibrant and diverse economy, as well as providing inspiration and opportunities for residents and visitors alike.

“The UK Shared Prosperity Fund had a fund for arts, heritage and culture and we were delighted to be able to allocate up to £175,908 to this exciting project. I am sure it will help spread the word far and wide about our world-class heritage, and help great performances, exhibitions, and creative activities of all kinds reach the audiences they deserve. I hope the project will attract more visitors, let residents find new treasures on their doorstep, and support our arts and culture economy to grow and thrive.”

Managing Director of Cumbria Tourism, Gill Haigh, says, “We’re delighted to have been successful in our bid to Westmorland & Furness Council to lead this government funded campaign.  In our 50th year of operation, this has come at an exciting time for Cumbria Tourism and our team is thrilled to be promoting our fantastic cultural venues and attractions.”

“This legacy campaign is hoped to have a long-lasting impact on the attractions and venues we will be promoting.  The desired outcome is to help secure jobs for the future by stimulating year-round tourism and a renewed interest in discovering the history and cultural heritage that has created the destination we know and love today.”

Visit to be inspired by South Lakeland’s cultural offer.

Let's Go Culture project