Who We Are

Find out more about Cumbria Tourism

Who We Are

Cumbria Tourism is proud to be one of the largest Destination Management Organisations (DMOs) in the UK.

Our 2,500 member businesses are our lifeblood and it’s thanks to growing membership support that we are able to add real value to our world-class visitor economy as we promote the Lake District, Cumbria regionally, nationally and internationally. We are 97% commercially funded, but any profits made by the company are reinvested for the benefit of our members and Cumbria’s wider tourism industry.

Cumbria Tourism’s priority is to maximise the reputation of the Lake District, Cumbria and support our member businesses in:

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Growing staying visitors, increasing the length of stays and increasing visitor spend

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Lobbying for businesses regionally, nationally and globally

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Increasing the number of people visiting less well-known areas of the Lake District, Cumbria

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Increasing the reputation of - and economic value to – our county as an all-year-round destination

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Investing and creating new sustainable tourism product to inspire both new and repeat visitors

Cumbria Tourism’s high performing staff team works alongside a committed Executive Board of Directors – made up of private and public sector organisations, all focused and ambitious to deliver our business plan.  We also have the support of an influential network of Patrons and Strategic Partners.

Our environment, our culture and our way of life are fundamental to the success of tourism and the wellbeing of the people who live here. The Cumbria Tourism Strategy 2020-2025 guides the development of tourism not just for economic success, but also in sympathy with what makes the Lake District, Cumbria so special.

This document has evolved from extensive partner discussion – and wider public consultation – sits within a framework of national policies including the VisitEngland Tourism Strategy, Government Tourism Action Plan and Cumbria Local Enterprise Partnership.