ABOUT CUMBRIA TOURISM:
• Cumbria Tourism is the county’s VisitEngland accredited Local Visitor Economy Partnership (LVEP).
• We represent 4,500 tourism-related member businesses.
• We are 97% commercially funded, reinvesting profits for the benefit of the destination.
• Activities include: destination marketing, research, lobbying and business support.
• Partnership working is at our core.
• We are proudly supported by a range of Patrons and Strategic Partners. They form a network of influential tourism-related businesses, organisations and individuals who share our goals, energy and enthusiasm to harness their collective expertise for the benefit of the county’s tourism industry.
50TH ANNIVERSARY FUND
• 2024 marks 50 years of Cumbria Tourism supporting a vibrant visitor economy.
• We are reflecting on achievements/success stories and exploring new innovations, opportunities and solutions to drive forward a sustainable 21st century destination for the benefit of all.
• Our 50th Anniversary Legacy Fund (alongside Cumbria Community Foundation) will help the next generation of young talent kickstart tourism training/careers – providing support for specialist equipment, study materials, travel costs, etc.
CUMBRIA: A WORLD-CLASS DESTINATION
The tourism and hospitality industry is one of our greatest assets:
• We are home to two UNESCO World Heritage Sites, two National Parks, three National Landscapes and a UNESCO Global Geopark.
• We are rich in cultural heritage, including the legacy of Wordsworth and Beatrix Potter.
• Our world renowned assets include our food and drink sector, in turn celebrating our farmed landscapes.
• Did you know Cumbria is home to more Michelin stars than anywhere outside London?
ECONOMIC
POWERHOUSE:
• £4.1 billion total spend generated in 2022.
• Supporting 43,600 FTE jobs (19% of county’s total).
• £1.6 billion in GVA (13% of Cumbria’s total).
A GREAT PLACE TO LIVE, WORK, STUDY & VISIT:
• Driving investment and regeneration, underpinning a resilient supply chain.
• Supporting sustainable and inclusive growth.
• Bringing vital social, cultural and community benefits.
SIGNIFICANT OPPORTUNITIES TO GROW VALUE:
• Extending the season by 10% (off peak) and 5% (shoulder months) = £255 million (or 5%) increase in visitor spend.
CUMBRIA’S SHARED DESTINATION MANAGEMENT PLAN (DMP)
Cumbria Tourism led development of the county’s Destination Management Plan, creating a shared vision and action plan to ensure that tourism benefits businesses, communities and the environment.
Our shared vision: By 2040 Cumbria will be Britain’s most vibrant and sustainable rural destination, boasting a reputation for quality, welcome, and an adventure for everyone - bringing benefits for our visitors, economy, nature and communities.
Shared objectives:
• Driving economic growth.
• Enabling responsible and sustainable tourism.
• Being inclusive and accessible.
• Ensuring our destination is resourced to deliver, including:
o Attracting people and skills.
o Investment and innovation.
o Robust infrastructure.