Gearing up for the Tour De France
Helping businesses county-wide reach new audiences in 2026 and 2027
The news that Cumbria will host two stages of the men’s 2027 Tour De France Grand Départ is a massive opportunity for you to showcase your business to new national and international audiences.
With a Stage One finish in Carlisle and a Stage Two start in Keswick, it’s an incredible catalyst for strengthening the county’s long term identify as a world class cycling destination, offering unsurpassed leisure cycling all-year-round.
It’s not just about two days next July 2027 – it’s about maximising long-term benefits for your business in the run up to, during and beyond the main event.
Cumbria Tourism is at the heart of this and we’re already working closely with businesses and organisations like Cumberland Council, Westmorland & Furness Council and Cumbria Combined Authority to help our members make the most of this unique opportunity.
A shared opportunity for every part of our county
You don’t need to be on the official route to benefit. By coming together, we can use the Tour’s global platform to help inspire new audiences to visit – and stay longer – throughout 2026 and 2027. It’s a chance for you to promote your business as part of a ‘must-visit’ cycling destination and encourage them to return again and again.
It isn’t just about elite sport either; it’s about cycling and outdoor activity for all ages and abilities, opening up access and inspiration for a range of customers to explore more of Cumbria.
Cumbria Tourism has teamed up with A Digital to bring you a special Tour De France toolkit, full of tips and advice to start tapping into the excitement, strengthen your own visibility and help amplify Cumbria’s message to the world.
Potential audiences
- Families and inclusive cycling audiences: Promoting accessible cycling routes suitable for a wide range of abilities, including access to electric and adapted bikes.
- Frequent and occasional leisure cyclists: Visitors who may not consider themselves cyclists but enjoy (or could enjoy) cycling during their holidays.
- Road cycling enthusiasts: Cyclists looking for scenic routes and challenging climbs.
- Mountain bikers: Visitors drawn to purpose-built trail centres such as Whinlatter Forest Park and Grizedale Forest.
- Cycling clubs and enthusiasts: Including the so-called ’MAMIL’ (middle-aged men in Lycra) market, a high-value cycling tourism segment.
- Residents, spectators and general (non-cycling) visitors: People travelling to watch the spectacle of the Grand Départ or to enjoy the atmosphere.
The Tour attracts huge global attention, creating opportunities to reach European cycling markets, long-haul adventure travellers and international cycling tour operators too.
Planning your own event?
If you are thinking about holding an event or festival to celebrate the Tour de France coming to Cumbria, please contact your local council as early as possible.
Cumberland Council area
If you’re planning a Tour de France-related event, visit Cumberland Council’s website for guidance and information about organising your event safely.
Find out more about organising an event in Cumberland and read about Cumberland’s countdown to Tour de France 2027 here.
Westmorland and Furness area
Event organisers are responsible for planning and running their events safely and legally. Westmorland and Furness Council asks for at least four months’ notice for smaller events and nine months for larger or more complex events.
Email event.notification@westmorlandandfurness.gov.uk or find out more about organising an event.
Explore the routes
Take a closer look at the routes for the two Cumbrian stages of the Tour de France:
Please note that the full, detailed routes will not be announced until October.
Become a JOY Maker
Play your part in welcoming the world to Great Britain as a volunteer at the 2027 Tour de France. Applications are open to everyone aged 16 and over and close on 1 September 2026.
Frequently Asked Questions
Find answers to common questions about the 2027 Grand Départ, including race timings, road closures, parking, watching the race and how to get involved.
Tour de France Podcast – Make the most of this opportunity
With billions watching around the globe, the Tour de France is set to be the world’s greatest TV advert for our county, when it arrives in Cumbria in July 2027. In this episode we discuss the scale of the event and how businesses across Cumbria can make the most of this once in a lifetime opportunity. Our guest is Vikki Harris from Marketing Lancashire – who was closely involved with the Tour de France, and led on the marketing side, when the event visited Yorkshire back in 2014.
For more episodes, visit the Cumbria Tourism podcast page and you can subscribe, share and follow on Spotify, Apple, Amazon or whichever platform you prefer for getting your podcasts.
