The Cumbria Tourism team is out in force at the Westmorland Show (7 and 8 September 2021), to launch a new seasonal marketing campaign aimed at supporting tourism businesses through the crucial autumn and winter months.
Amid growing concerns over rising costs, the county’s official Destination Marketing Organisation will be forging ahead with a series of high-profile marketing activities to support concerned businesses and build momentum for forward bookings at a traditionally quieter time of year for the county’s visitor economy.
As well as inviting tourism operators to get involved in the campaign, the strong Cumbria Tourism contingent at the Westmorland Show is speaking directly to would-be visitors. It’s also a chance to highlight the money-saving MyCumbria card, which offers a range of discounts on shopping, food and drink, and things to do for local residents.
Under the banner of #theperfectplacetobe, there will be plenty of online competitions and digital activity to promote special offers and themed stays, as well as practical support to help businesses with their own targeted seasonal marketing.
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 Carlisle’s City of Light (Friday 21-Sunday 23 October), featuring immersive sound/light experiences and illuminated landmarks throughout the city – as part of the wider Hadrian’s Wall 1900 Festival. Also just around the corner are this year’s Winter Droving (Saturday 29 October) and the two-week Cumbria’s Dark Skies Festival (Friday 28 October to Monday 14 November), alongside a series of winter markets and Christmas fairs across the county.
To help bolster high street retail, Cumbria Tourism will soon be launching a virtual Christmas Market to provide direct access to quintessentially Cumbrian gifts, produce and experience/ accommodation vouchers and provide an alternative to impersonal global online retailers.
Head of Partnerships & Projects at Cumbria Tourism, Rachel Tyson, says, “Many tourism businesses have experienced a mixed summer, and with rising costs at the forefront of their minds, it’s crucial that we fight hard to support our visitor economy and inspire all-year-round bookings. This campaign is geared towards being as proactive as possible to encourage overnight stays and extend the season, in order to ensure that Lake District, Cumbria is the number one choice for visitors this winter.”
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, last weekend. That follows attendance at the Great Yorkshire Show, the Royal Lancashire Show, The Royal Cheshire County Show and the Northumberland Show in recent weeks.
Meanwhile, there is a packed programme of travel trade shows lined up for the autumn including the UKinbound Convention, World Travel Market and the Group Leisure & Travel Show.