50th Anniversary

Celebrating five decades of Cumbria Tourism 1974 - 2024

Celebrating five decades of Cumbria Tourism 1974 – 2024

50 years of Cumbria Tourism 1974 - 2024

The original ‘Cumbria Tourist Board’ was created in April 1974 – so in 2024, Cumbria Tourism marks 50 years supporting the county’s vibrant visitor economy.  

Throughout the year, we will be reflecting on achievements and success stories from Cumbria’s world-class tourism industry over the past five decades.

We’ll be looking forward too – exploring new innovations, opportunities and solutions to meet the trends and challenges of driving forward a sustainable visitor destination in the 21st century for the benefit of all.

Cumbria Tourism Launches New Fund: Supporting new Tourism Talent

Cumbria Tourism has teamed up with Cumbria Community Foundation to launch a new 50th Anniversary Charitable Fund that will encourage and support young people to stay within the county and help kickstart their training/career in tourism and hospitality.

We’ve set a fundraising target of £50,000 in 2024, with plans to replicate this over each of the next four years to create an Acorn fund that will continue giving long into the future.  It will provide financial support for specialist equipment, training, study materials, travel costs and more.

As well as holding a range of fundraising events throughout 2024, 10% of all proceeds from our MyCumbria residents’ loyalty card will go towards the new endowment fund.

Limited Edition 50th Anniversary Products

We are thrilled to announce that we’ve teamed up with a range of local producers who have created special anniversary themed products. Each producer has kindly agreed to donate part of each sale to the Cumbria Tourism 50th Anniversary Charitable Fund. Details of the products an how to purchase them can be found below.

Cumbrian Gold – produced by Hawkshead Brewery

3.3% Golden Lager, brewed and bottled in Staveley. Available in 330ml bottles, cask and keg.

Order online, or email: orders@hawksheadbrewery.co.uk


Damson Yan Gin – produced by Herdwick Distillery

A small-batch dry gin expertly infused with over  10 botaicals.
40% abv, created with Cumbrian damsons. Available in 20cl bottles.

Order online, or email: orders@lakelandartisan.co.uk


Fell Explorer – produced by Bowness Bay Brewing

3.4% Golden Ale, brewed in Kendal. Available in cask and keg.

Available behind bars across Cumbria, or email: sales@bownessbaybrewing.co.uk


Spirit of Cumbria – produced by Shed One

40.5% abv, using dried and locally forged botanicals by the CT team. Available in 70cl bottles.

Order online , or email: info@shed1distillery.com


Golden Chutney – produced by Hawkshead Relish

Created in Cumbria, it’s the perfect accompaniment for cheese, pork pies, cold meats and salads.

Order online, or email: info@hawksheadrelish.com


Summer/Autumn Fundraising Events

Virtual Coast to Coast Challenge – 20 May – 30 June

Six members of the Cumbria Tourism team have embarked on this epic 171 mile challenge, to individually match the distance of one of the UK’s favourite long distance walking trails: the Coast to Coast from St Bees to Robin Hood’s Bay. The team are clocking up the miles ‘virtually’ by walking, running, swimming and pounding the treadmill with the aim of covering a total distance of more than 1000 miles between them in six weeks!

You can show your support by sponsoring the team here.  

Cross Bay Walk, Arnside to Grange – Sunday 11 August

Book your place for the walk across Morecambe Bay. Royally-appointed King’s Guide to the Sands, Michael Wilson will help us traverse the ever-changing flats and channels as we take in the Bay’s exceptional scenery and wildlife.

Individuals and teams are welcome, alongside friends, family members and dogs! There are 100 spaces. It costs £15 per ticket, with proceeds going towards the 50th Anniversary Fund, and the option of raising additional funds by collecting sponsorship money:

Golf Day, Carus Green Golf Club – Friday 27 September

Whether you love golf or know someone who does, teams of four can register for Cumbria Tourism’s September Golf Day and help our 50th anniversary fundraising efforts.

Tee off is at 1pm with a shot gun start. Register for our Charitable Golf Day.

Autumn Innovation Summit

One of Cumbria Tourism’s showpiece events for 2024 will be a high-profile ‘Innovation and Future Trends in Tourism Conference’ in November.

 From AI and robotics to cutting-edge design and new immersive experiences, as well as future exploring trends affecting the sector, this showpiece event will focus on the top trends and technologies set to transform the UK’s tourism industry.  It will take place towards the end of Cumbria Tourism’s anniversary year, as the industry looks ahead to new opportunities and challenges in 2025 and beyond.

 We are lining up inspiring national and international experts to bring the latest innovations, ideas and trends to life. There will also be first-hand demonstrations of the technology being developed to help tomorrow’s visitors to experience and interact with leading destinations like the Lake District, Cumbria in creative new ways.

Save the date: Thursday 21 November, Low Wood Bay – sponsored by English Lakes Hotels

How businesses can get involved:

50 years of Cumbria Tourism 1974 - 2024

Incorporate our 50th anniversary logo into your own marketing materials.

Request the official 50th anniversary logos and brand guidelines by contacting: website@cumbriatourism.org

Wear your pin badge with pride

 You’ll see us out and about with our 50th anniversary pin badges, kindly supported by holidaycottages.co.uk.  Make a small donation and wear with pride.

Make our 50th Anniversary Fund your business’ charity of choice

Contact the team at info@cumbriatourism.org if you’d like to tie in with our new 50th Anniversary Fund to help the next generation of new tourism talent make their first steps in our industry.

Share your archive photos and video footage

Let us know if you have access to historic video footage, photos or marketing materials from your business – especially from the 1970s and 1980s – to help us showcase the industry’s achievements to both visitors and fellow businesses. Email pressoffice@cumbriatourism.org

Host a CT team member to showcase your unique visitor experience

The Cumbria Tourism team, including our staff and Executive Directors, will be taking on the collective challenge of completing ’50 tourism experiences we haven’t tried before’. Get in touch if you’re interested in hosting a team member to experience your offering – and of course, we’ll make sure to maximise PR and social media opportunities from the visit. Email Amanda at: AMacIntyre@cumbriatourism.org

Donate a raffle prize

 We’re on the lookout for raffle prizes to support our charity events throughout 2024. Let us know if you’re happy to donate prizes large and small to support our fundraising. Email: campaigns@cumbriatourism.org

Share your own milestone anniversaries

We know several Cumbria Tourism members are also celebrating big anniversaries this year, so drop us a line at pressoffice@cumbriatourism.org if your business is celebrating too.

Thank you to our supporters

So far we’ve had some fantastic support from businesses, donating money and services towards our 50th Anniversary Fund. A huge thank you to: 

  • Ullswater ‘Steamers’ gifting a boat for the April networking event
  • Hawkshead Brewery providing a venue for the April quiz evening
  • Farlam Hall for hosting a special fundraising evening 
  • The sponsors of The Cumbria Tourism Innovation Summit in November 
  • Every business who has provided a raffle prize throughout the year to date
  • Proceeds from MyCumbria Card 
  • Holidaycottages.co.uk for sponsoring 50th Anniversary Pin Badges
  • Sponsors for the Cumbria Tourism 50th Anniversary Golf Day


There are many businesses supporting this year’s special fund, with special events taking place throughout the year. We will be updating this list as the year continues. 

Our History

Timeline icon

50 Years of Cumbria Tourism Timeline

Cumbria Tourism has come a long way since ‘Cumbria Tourist Board’ officially formed 50 years ago. There are countless highlights we could mention, but here is just a snapshot of some key milestones over the past five decades – not only for Cumbria Tourism, but for our county’s tourism and hospitality industry as a whole

Get In Touch

If you have any questions or ideas to help us mark 50 years of Cumbria Tourism, you can reach the team at: info@cumbriatourism.org