VisitEngland has today announced that Cumbria Tourism, alongside 11 other destinations across England, has been awarded Local Visitor Economy Partnership (LVEP) status.
The move follows an independent review of Destination Management Organisations in England, which recommended the reorganisation of destination management throughout the country, to reduce fragmentation and bring coherence to the country’s DMO landscape.
VisitEngland Director Andrew Stokes said: “VisitEngland is delighted to welcome the new LVEPs onto the programme, who will play a central role in transforming the visitor economy in England in an inclusive, accessible and sustainable way. Ensuring we have the right national and local infrastructure in place to grow our visitor economy will ensure England continues to be a compelling destination, for both domestic and international visitors, for years to come.”
“We look forward to working in collaboration with the LVEPs, providing ongoing support including a team of dedicated VisitEngland regional development leads. LVEPs will also have access to resources and guidance from VisitBritain/VisitEngland in areas including product distribution, business support, bidding for funding and marketing.”
Managing Director of Cumbria Tourism, Gill Haigh, says: “It’s fantastic to see Cumbria Tourism officially recognised by VisitEngland as one of the first new Local Visitor Economy Partnerships. This is a great opportunity for our county to further strengthen its position as a world-class destination, working in a truly coordinated and joined up way locally, regionally and nationally to develop our shared vision and drive forward an innovative, sustainable visitor economy which supports local jobs and communities all year round.
“We’re looking forward to working with a range of tourism businesses and partners, including Cumbria’s two new unitary authorities, the Lake District National Park and local tourism associations who will all feed into our work at both an operational and strategic level. We will also be collaborating closely with the other newly-appointed LVEPs across the wider North West region to maximise the opportunities for the North, ensure our collective voice is heard and encourage sustainable tourism growth outside London.”
In addition to achieving official recognition, LVEPs will provide strong leadership and management for their destinations, working collaboratively with both public and private sectors. Cumbria Tourism will have the opportunity to help to shape and deliver national strategy and activities, and will be promoted across government and national agencies, ensuring that the local visitor economy is an active and valued contributor to Levelling Up and the wider economy.