The Cumbria Tourism team is out in force at the Westmorland Show (13 and 14 September 2023), to launch a new seasonal marketing campaign to support tourism businesses through the crucial autumn and winter months.
Amid ongoing challenges around rising costs and reduced consumer spending, the county’s official Destination Marketing Organisation is forging ahead with a series of high-profile marketing activities to support the industry and build momentum for forward bookings at a traditionally quieter time of year for Cumbria’s visitor economy.
As well as inviting tourism operators to get involved in the campaign, Cumbria Tourism representatives at the Westmorland Show have been speaking directly to would-be visitors to inspire them about potential future visits.
It’s also been a chance to highlight the MyCumbria loyalty card for local people and workers, which offers hundreds of money-saving offers on the newly-launched MyCumbria website whilst helping local good causes and supporting local businesses. Anyone visiting the stand (D133) is also receiving a discounted MyCumbria card.
Cumbria Tourism’s new Winter Marketing Campaign will include a range of PR, digital activity and competitions to promote special offers and themed stays, alongside practical support to help tourism and hospitality operators with their own targeted seasonal marketing.
To help bolster high street retail, Cumbria Tourism’s Virtual Christmas Market returns on 1 November to provide an alternative to impersonal global online retailers and give direct access to quintessentially Cumbrian gifts, produce, experiences and accommodation vouchers. Then in December, a new online Advent Calendar will help build momentum for local products and services in the final run-up to Christmas.
Promoting large-scale events will also be a key priority in the coming weeks, with October earmarked as ‘Attractions Month’ to encourage people to make the most of Cumbria’s vast array of unique attractions and experiences.
Other upcoming highlights include this year’s Winter Droving (28 October), Carlisle Fire Show (4 November) and the increasingly popular Cumbria’s Dark Skies Festival (28 October-18 November), alongside a wide range of winter markets and Christmas fairs across the county.
Head of Partnerships & Projects at Cumbria Tourism, Rachel Tyson, says, “Many tourism operators continue to have rising costs at the forefront of their minds, so it’s crucial that we fight hard on behalf of our member businesses to support our visitor economy and inspire all-year-round bookings to drive trade through the challenging winter months.
“This campaign is geared towards extending the holiday season and encouraging overnights stays, in order to ensure that Lake District, Cumbria remains at the top of the list for visitors as we head towards this traditionally quieter time of year.”
Cumbria Tourism’s attendance at the Westmorland Show is just part of an ongoing presence at face-to-face shows and events. The team were also showcasing the county at one of England’s most spectacular annual outdoor events, Chatsworth Country Fair, earlier this month. That follows attendance at the Great Yorkshire Show, the Royal Lancashire Show, The Royal Cheshire County Show and the Northumberland Show in recent weeks.