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Cumbria Tourism is urging businesses to complete a survey capturing the current successes and challenges facing the county’s £2.72 billion tourism sector. The results will help ensure the organisation can better support the industry and underline Cumbria’s status as a world-class visitor destination.

The ‘Tourism Business Health Check’ aims to find out how the sector is performing, and gives tourism businesses the chance to comment anonymously on the issues and trends affecting trade, ranging from concerns about Brexit negotiations to the importance of the new Carlisle Lake District Airport and the impact of the Lake District’s newly confirmed World Heritage Status.

The latest research being co-ordinated by Cumbria Tourism focuses on the last six months (April – September 2017) and will be used to benchmark the county’s long-term performance. The organisation will also use the results to identify key issues to raise and work together with policy and decision-makers to ensure a continued strong visitor economy.

Cumbria Tourism is currently distributing the anonymous survey to tourism businesses.

Research Manager, Helen Tate, says, “This regular health check of the county’s tourism businesses is really important for helping us to understand all the key issues affecting trade – both positive and negative. The survey is quick and easy to complete, and allows us to build a clearer picture of current and emerging issues, so we can keep supporting the industry and continuously improve as a world-class visitor destination.”

Gill Haigh, Managing Director of Cumbria Tourism, adds, “Our research function is one of the key activities which distinguishes us as Cumbria’s official destination management organisation and we are proactively seeking evidence from tourism businesses to understand the changing needs of the sector. The answers to these in-depth questions will be a very important and rich source of data, which will help determine how we can best support businesses in the coming months and years.”

The six-monthly ‘Tourism Business Health Check’ is just one area of regular research undertaken by Cumbria Tourism as part of its role as the county’s official destination management organisation. Other analysis by the research team includes monthly occupancy surveys, county-wide visitor surveys, regular analysis of accommodation stock and data collection from Tourist Information Centres and visitor attractions.

For more information on Cumbria Tourism’s research programme, contact Research Manager, Helen Tate:

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