Cumbria Tourism is continuing to work with VisitEngland and other partners on a series of Discover England Fund projects established over a number of years which have secured a further round of funding from the VisitEngland pot running until March 2021. The Fund aims to deliver world-class bookable tourism products joined up across geographies and/or themes to provide an end-to-end customer experience.

Up until this last round of funding, the projects have focused on international markets but due to Covid, they now will target domestic audiences too. Although now domestically focused, each project is also tasked with keeping the international markets warm ready to fully engage when the time is right. We have been doing this with our international work too, with a number of webinars to operators, PR connect with Visit Britain and other opportunities that arise. As soon as it’s time to activate internationally, we are ready.

Here is an update on the initiatives taking place with the help of Discover England Fund and how you can get involved:

England’s Coast

The England’s Coast project is being run by the National Coastal Tourism Academy aiming to connect the entire English coastline under one new brand to make the coast more accessible for international visitors. The project has featured new hero itineraries covering each region of the coast initially targeting the primary markets of Germany and the Netherlands, and secondary markets of France, Spain and Italy, but will now focus on domestic audiences too for this next phase.

The Project activity includes new content focused on winter and spring experiences for the domestic market through a digital & PR winter campaign, along with PR and media visits, social media and wider digital activity, maintaining trade relationships, consumer and trade Shows and business support activity.


Free Listing on England’s Coast Website:

England’s Coast is a one-stop shop for visitors looking to explore our coastline. Listing your business on the website couldn’t be simpler – it’s free and can be updated at any time. The project has just launched a major promotional and PR campaign to attract UK visitors to the coast so it will be gaining extra attention over the next few months.  Previous campaigns generated more than £22m of media coverage – so make sure your business is listed today!

 If you want added sparkle, you can upgrade your business to a Promoted Listing for just £200 + VAT. Enhanced listings appear higher in the search results, include additional images, the opportunity to add a special offer, and will be valid until March 2022.

To make your listing head to


Become an England’s Coast Ambassador for your area with free online product knowledge training:

As consumer’s start to think about making travel plans for 2021, double-check everyone in your business is up-to-speed with top tips and facts on your local area by completing England’s Coast Ambassador, a free online training course with modules for every region of our coastline.

Each section is packed with information on local attractions, the surrounding area and how to get around, ending with a short quiz. On completion applicants gain a downloadable England’s Coast Ambassador personalised certificate.

To start head to


Share your content:

The England’s Coast team would love to hear from you with upcoming news, events, competition prizes and special offers for the national media up to March 2021. Send your news and offer of prizes to, as well as Sally O’Neil on in order that we can feed your content into our activities too.

Please also send through any news stories, events, photography and video to Sally on


Discover England’s Great Walking Trails

Discover England’s Great Walking Trails led by Marketing Peak District & Derbyshire aims to promote walking holidays in England via modular itineraries that attract a domestic UK staycation market across England’s 7 National Trails. In Cumbria, we are covering the Hadrian’s Wall trail and the Northern section of the Pennine Way.

Throughout the project the focus has been on linear walks, however through the next phase there will be a focus on the leisure market through the development of modular walks which comprise of short walks (typically 1 or half-day walks) with a local experience, a local attraction and food & drink options. These itineraries will include options for accommodation (luxury to quirky, self-catering to serviced) offering a 2/3/4-night stay.

The original target markets were Germany, Netherlands and US, now the project will be focusing on domestic audiences too, targeting pre-nesters or pre-family explorers: People and couples who are aged under 35, who take frequent holidays and are especially interested in sightseeing.

Business Toolkit

This has been produced with information on England’s National Trails and includes support and advice on:

  • Attracting walkers and trail users
  • Reaching new customers
  • Developing a marketing campaign
  • Working with media outlets
  • Marketing materials

Don’t forget on the National Trails’ website you can upload information to an accommodation listing, promote your business, share photographs, look up places of interest and promote your events. To update simply click HERE, select the desired trail and click “Add your information”.

  1. Download business toolkit


Cycle England

The Cycle England project launched as a joint venture between VisitEngland’s Discover England fund, Welcome to Yorkshire and Visit Lincoln in 2018 aimed to develop cycling holidays for the Dutch and German markets. Cumbria Tourism have joined alongside Northumberland, to assist with putting forward content and bookable packages for our destination targeting the leisure cyclist and keen cyclist.

The project has shifted its focus to take advantage of the domestic market and capitalise on the huge rise in cycling since the UK first went into lockdown and is being supported by a digital and PR campaign to amplify our cycling offer to domestic markets, whilst keeping the trade warm too.

There will be some business support activity further into the new year, therefore please keep an eye on the member updates to see how you can get involved.


In the additional the above programmes, Cumbria Tourism have previously been involved in a number of Discover England Fund Projects which also included:


The Northern World Heritage Collection

Following the successful World Heritage Site Product Feasibility Study conducted in early 2018, Cumbria Tourism were proud to be leading the ‘Northern World Heritage Collection’ – a £250,000 project telling the story of England’s culture and heritage through the North’s outstanding UNESCO World Heritage Sites.

The project enabled businesses to better target both groups and independent travellers from the USA and Ireland. Irishman Fionn Davenport is an experienced travel journalist, who has worked on two other Discover England Fund projects led the project which included business and itinerary development, training and trade shows, marketing, online content, film and PR.

The project partnered with a range of businesses and tourism bodies across fellow Northern World Heritage sites such as Liverpool and Durham, as well as working alongside tour operators and agents to help visitors book their trips to multiple World Heritage sites across the North quickly and easily.


Find out more about the programme here.


The English National Parks Experience Collection

This collaboration of nine of England’s National Parks is creating a joined-up, internationally branded collection of bookable immersive experiences, supported by accommodation. Cumbria Tourism worked on behalf of the Lake District National Park to provide business support, workshops and a trade marketing strategy which can be used by Cumbrian businesses targeting the Australian and German markets.

View the travel trade buyer’s guide here, developed as part of the project to showcase the experiences and accommodation, or for more information head to


Gateway to the North

Working alongside Marketing Manchester, we are aiming to increase the volume of visitors coming through Manchester Airport by creating itineraries that open up the North of England to the American market. The Cumbria Tourism team is developing one and two-day excursions to spearhead the county as an unmissable rural destination.

For further information

Contact Reception on
01539 822222 or