47.3 million

Visitors to Cumbria in 2017

Tourism Intelligence

Understanding our visitors, why they visit and what they do helps us to develop and promote one of Britain’s truly world-class destinations.

Understanding our tourism businesses, what they are offering and how business is going in this highly competitive environment helps us provide the appropriate support.

Research is key in achieving a continuously improving tourism destination that enhances the visitor experience and keeps people coming back again and again. An evidence-based approach is used to inform tourism management, development and marketing to help maximise resources. The research department delivers core activity to provide tourism organisations, businesses, and other partners with vital market intelligence and up-to-date analysis of business performance and economic impact.

Business Performance Survey

Cumbria Tourism’s latest tourism business survey highlights uncertainty about labour shortages, skills, travel disruption and Brexit, BUT reveals optimism about new opportunities to grow tourism in the county.

Click HERE for full results.

Our next survey will be in March 2019. If you own or run a tourism business in Cumbria and would like to share your experiences and opinions please contact us to learn more.

Thank you for your contribution, together we can make our voices heard.

Autumn Budget 2018

How will the latest budget affect you and your business? Follow the link below for an analysis from our Strategic partners Lamont Pridmore.

Learn More


Research for the Sector

Regular research undertaken by our research team includes:

  • Monthly occupancy surveys with all types of accommodation providers, over 300 participants.
  • Countywide visitor surveys, 2015 survey the most recent.
  • Data collection from Tourist Information Centres and visitor attractions.
  • Annual tourism economic impact assessment.
  • Regular analysis of accommodation stock composition.
  • Tourism Business Performance Surveys every six months.
  • Biannual Tourism Research Newsletter.

Cumbria Tourism Research Reports

You can purchase invaluable research to help you benchmark your business against others, and provide you with key stats to help you plan future investment and marketing activity.

Research reports available fall into the categories below:

  • Business Performance
  • Visitor Markets
  • Accommodation
  • Attractions
  • Market Town Visitor Surveys

If you are a Cumbria Tourism member you would also receive a 20% discount off the fee.

  1. Purchase reports

Research Newsletter

In this issue:

  • Tourism Business Performance Survey
  • Latest Information from VB and VE
  • Visits to Visitor Attractions 2017
  • Cumbria Tourism Accommodation Occupancy 2017/18
  • Comment: 2018 and Beyond
  • 2018 Cumbria Tourism Visitor Survey
  1. Read the latest edition