Destination PR & Content

Showcasing our destination nationally and internationally

Destination PR & Content

As the official Destination Management Organisation for the Lake District, Cumbria, we work closely with a wide range of media outlets to gain maximum exposure for our unique and diverse visitor destination. This activity culminates in a media reach of around 275million annually.

Cumbria Tourism’s PR and Communications team is the first point of contact for hundreds of regional, national and international media enquiries every year. By continuing to share your latest news and developments, you give us the best chance of continuing to attract interest from high-profile journalists, broadcasters and online influencers.

Journalists looking for support with imagery, interviews, filming, facts and figures or press/influencer trips should visit our Media Centre.

How we work with the media on behalf of our membership


Manage 450+ incoming media enquiries annually


Oversee a Media Library, containing 10,000+ images


Advise on filming locations to help put Lake District, Cumbria on the map


Generate editorial, online content and targeted press releases to showcase the county


Co-ordinate press and influencer trips


Work with national partners including VisitEngland, VisitBritain and Creative England to share newsworthy stories and maximise PR opportunities

How member businesses can get involved

Tell us your success stories

Add to your press release distribution lists, highlighting what makes your news story new, unique or special.

We would particularly like to hear about:

  • NEW developments, openings and launches
  • NEW tours, trails or bookable visitor experiences
  • Innovations around sustainable tourism and accessibility

Content Creation

A picture is often worth a thousand words, so share your stunning hi-res images and video for potential use across our visitor-facing PR and social channels.

Create your own storylines

The quirkier the better! Let us know about your property’s unusual history/heritage, topical themed packages or little-known links to TV, film or literature.

Register your interest in press and/or social influencer trips

Tell us about your availability to host journalists visiting the Lake District, Cumbria.

Put yourself forward as a filming location

You could be just what filmmakers are looking for! Cumbria Tourism is part of the Filming in England Partnership, so let us know your interest and register on Creative England’s free database of filming locations.

If you would like to add additional value to your media profile, our Bespoke Services also offer personalised PR consultancy on an individual paid-for basis. Our team is uniquely placed to offer a range of agency-style marketing and communications support, drawing on our huge database of media contacts and tourism industry relationships.


Get In Touch

Contact Cumbria Tourism’s PR and communications team at: