Cumbria Tourism Viewpoint - Spring 2023

Latest research highlights businesses’ top concerns

Thank you to everyone who completed our latest Business Performance Tracker. The results are now in and reveal the top seven concerns for tourism businesses are all costrelated, with 94% highlighting rising energy bills

Other related issues include the impact of the cost of living crisis (71%) and passing on cost increases to customers (66%), as well as inflation (56%) and the cost of labour (52%) and fuel (48%)

Carried out in conjunction with our Strategic Partner Lamont Pridmore, it also shows that 86% of businesses feel staff recruitment continues to be a significant challenge

Looking at business growth and confidence, the short-term picture is fairly pessimistic, but the figures do suggest signs of longer-term positivity and an improved situation compared to six months ago

The results come hot on the heels of the recent Spring Budget, which saw some welcome measures from the Government, including improved childcare provision, which we hope will help get more people into the labour market

However, many of the industry’s key asks were absent, including no help for businesses facing growing costs across the board

We are already using this vital new evidence to continue highlighting the key issues at government level, arguing why more innovative solutions are needed

To access a full summary of the research, log onto our Media Library Also see page 6 for the latest on our work to tackle recruitment challenges and inspire future careers in the tourism industry

Leading voices in tourism

Our recent Spring Members’ meeting was timed to coincide with English Tourism Week, making it the perfect time to discuss how CT is collaborating with partners to support and celebrate our incredible industry and its people

It brought together VisitBritain CEO Patricia Yates alongside Richard Toomer from The Tourism Alliance Both shared insights into ongoing challenges and consumer trends, as well as highlighting key campaigns to support our industry

Meanwhile, former athlete Steve Cram revealed plans for Cumbria’s newest health and wellbeing ‘Wild GOAT’ Festival He said while the events industry had suffered during the pandemic – and consumer tastes are changing – there’s still great potential for it to be a key driver for Cumbria’s visitor economy

For those able to attend, we hope you found the contributions useful and insightful See the presentation slides here

From left: Gill Haigh, Steve Cram, Patricia Yates, Jim Walker and Richard Toomer

Cumbria Tourism has submitted its application to become one of the new ‘Local Visitor Economy Partnerships’ - or LVEPs - officially recognised by VisitEngland as leading tourism management and marketing for some of the country’s key visitor destinations.

The creation of LVEPs is a key recommendation to come out of the wide-ranging ‘Du Bois’ report to the Government, which independently scrutinised the best ways to maximise the potential of the visitor economy nationwide

Meanwhile, we were pleased to welcome VisitEngland’s new Regional Lead for the North West and the Midlands, Nicola Said, to Cumbria as part of English Tourism Week We will be working closely with Nicola in the coming months to make the most of new opportunities

70,000 subscribers to CT’s visitor e-newsletters in February 2023

22 million page views on visitlakedistrict.com in the last 12 months

355,000 followers across CT’s social media channels in February 2023

PR team meets the national media

Our PR team headed down to London recently to showcase our destination to 60+key national and international media on your behalf, sharing stories and feature ideas for the year ahead

The gathering hosted by VisitEngland was a chance to meet individually with journalists representing media outlets with a huge collective reach, ranging from National Geographic, Time Out and Which? Travel to The Times, City AM and The Sun

Celebrating our best businesses

Thank you to everyone who has entered this year s CT Awards Shortlisting is underway, with news of the finalists set to be revealed in mid-April Once again, the standard is very high and the independent judging panel have a tough challenge on their hands!

The date and venue for the awards have been confirmed as Wednesday 5 July at the Castle Green Hotel in Kendal

Promoting Cumbria

Look out for a new 32 page newspaper supplement we ve been working on with CT Strategic Partner LocaliQ –showcasing all the Lake District, Cumbria has to offer as we head into the Easter holidays

Aimed at giving people within a 2-hour drive time more reasons to visit, it will hit a huge audience across the North West including titles such as the Lancashire Telegraph, Bolton News, Warrington Guardian and Chester Standard

is published by Cumbria Tourism and financially supported by advertising revenue

We’re working with The Home Office on two upcoming events (Wednesday 19 and Thursday 20 April) to help businesses and partners better understand the Future Borders and Immigration System – vital sessions for anyone looking to maximise staff from overseas.

It follows a productive meeting with the Minister of State for Immigration earlier this year, as well as our recent event with HR professionals and senior managers on ‘delivering a skilled workforce

See the events section on our new-look corporate website www.cumbriatourism.org for more details

CT s Peter Marshall (left) pictured at the event with representatives of other northern destinations

■ Editor: Heather Sewell

Email: hsewell@cumbriatourism org

Masthead image: Maryport coast Cumbria Tourism Windermere Road, Staveley, Kendal, Cumbria LA8 9PL Tel: 01539 822222 www.cumbriatourism.org

Cumbria Tourism is committed to achieving the highest quality standards However, while every care has been taken to ensure the information contained in Viewpoint is accurate we cannot accept any responsibility for any omission or inaccuracies that might arise

Gill Haigh with Nicola Said

Overseas staffing

Your exclusive member discounts

n Hospitality products and services

Out of Eden: 10% discount

Pure Lakes Skincare: 10% discount off all purchases

Regalo Gift Vouchers: 50% off set-up fee (£250 saving)

Sealy: 10% off contract beds

n Digital, Web and Print

Bucket & Spade: 20% off website & design packages

H&H Reeds: 10% off web, design, print & signage products

LocaliQ: Free 1-hour digital marketing consultancy session

Web Predators: 10% off web design & photography

n Professional Services

Burnetts: 30-minutes of free legal advice

Thomson Hayton Winkley: 10% discount on legal services and free business legal helpline

The Cumberland: A free 1-year CT membership with new commercial mortgages

H&H Insurance Brokers: Competitive quotes for tourism businesses

Lamont Pridmore: A free 1-year CT membership for new clients

M&M Business Support: Up to 1-hour free initial consultation to discuss productivity challenges and cost/time saving solutions

Napthens: Free licensed premises audit, 1-hour free funding advice, free transaction due diligence and more

Robinson & Co: Free initial consultation and/or business review

Saint & Co: Free initial 1-hour accountancy and business planning advice

We are also introducing special room rates for hire of our conference room

Keep checking back on our member discount page for new offers

Member survey: “You said, we did…”

We’d like to thank everyone who completed our recent Member Survey. The vast majority of members believe our work is important in raising the profile of the county as a holiday destination and overall satisfaction with the support we provide to businesses is high

The comments you provided in our last (pre-pandemic) survey gave us the impetus to overhaul both our former ‘Go Lakes visitor website to www visitlakedistrict com – now reaching 22 million people annually – and our Media Library We’re also continuing to invest in these products, to help make it easier for you to find what you need when you need it

Your feedback is again helping us shape CT for the wanted to share some of the key actions we ’ re taking following the 2023 Member Survey

n You said you would like to see more exclusive member benefits and discounts We are growing and shaping the range of offers available through our supplier member network (see left) Please let us know if you have any specific ideas for new offers which would benefit your business

n You said our corporate website should be prioritised.

We ve built a brand-new business-facing website www.cumbriatourism.org If you haven’t had a chance to take a look, please do

explore the online information and resources available

n You said you would like more networking opportunities

We will be bringing you more informal networking sessions throughout 2023 We’ll also make the timing of our regular Members Meetings slightly later, to better suit he needs of small ccommodation providers erving breakfast

You said you would like ore tailored activity for rporate members e are currently planning a orkshop to help develop a ore bespoke approach for r corporate network of sinesses

n You said you would like more training opportunities.

We will be bringing you more focused training on areas such as workforce, customer service, managing bookings and social media We are also working with partners to ensure we are not duplicating activity and adding real value

n You said our regular email communications were sometimes too lengthy to read

We ve taken additional steps to ensure our weekly member updates are as concise, relevant and timely as possible for time-poor businesses

Making Cumbria accessible to all

Did you know that 14% of visitor groups to our county include someone in the party with health issues or a disability that limits their daily activities? (*Cumbria Visitor Survey)

Meanwhile, VisitBritain estimates that people with health conditions and impairments – and their travelling companions – spend around £15 3 billion on trips in England each year

What s more, they are more likely to take longer trips and tend to make repeat bookings So there is a compelling business case for making tourism venues and experiences more inclusive

Our latest Accessible Cumbria campaign is all about helping our county to become a more accessible destination, both for visitors

and residents travelling for leisure

This means catering for a diverse range of access needs, which will be unique to each individual; from those with often more obvious impairments, such as mobility issues or sight

We’ll be helping you to help others

Improving your accessibility for the benefit of all customers doesn’t necessarily involve big, expensive changes.

CT will be working with partners to help operators access business support and events throughout the year – helping you meet the needs of this key market

It was inspiring to see such a great turn out at Fell Foot for the recent Accessible Cumbria Conference, with speakers including Ross Calladine from VisitEngland, Debbie North of Access Dales and Louise Birkett from the Department for Work and Pensions (DWP)

Accessibility will also be the key theme at the Cumbria Tourism AGM on Thursday 14 June We re lining up some fantastic headline speakers, so watch this space for more details!

New Accessibility Business Toolkit

As part of the campaign, we’ve put together a new Accessibility Business Toolkit, with support from United Utilities The aim is to work with you to enable people to enjoy accessible visits and have positive shared experiences

It includes detail about:

n Making your workplace more inclusive

n Enabling online accessibility: accessible

images, links audio/video media, website navigation and design

n Assistive technologies and adaptive strategies

n Providing the right information for visitors: access guides/ statements

n Training opportunities and resources

VIEW THE TOOLKIT HERE

loss, to less visible disabilities like autism, arthritis or hearing loss

Cumbria Tourism chairs the Accessible Cumbria Partnership, which is a network of businesses and organisations across the county who are all working together to improve access to the area

We are also currently working to improve and integrate accessibility information on visitlakedistrict.com, both on individual listings and across the site as a whole Part of this activity focuses on making accessible businesses more searchable online

i Ensure your listing is up-to-date by completing the QUICK FORM HERE Contact AMacintyre@cumbriatourism org with any questions

Team up has real zip!

Two CT members are working together to promote access for all; high ropes adventure company Treetop Trek recently teamed up with Bendrigg Trust for some specialist staff training

A group of 15 outdoor instructors spent the day onsite with Bendrigg Trust for a hands-on refresher in disability awareness and accessibility

The day included practical advice on dealing with the challenges faced by participants with different types of disabilities, as well as practice using specialist equipment to hoist people up the outside of a 15 metre tower; an essential part of helping them access Treetop Trek’s 250 metre zip line

Talent Hub aims to mix things up Expert view

We are putting the finishing touches to an online ‘Tourism Talent Hub’ to help inspire careers in tourism and hospitality, and give more people the practical support they need to make their mark in our industry

The comprehensive new resource will showcase a diverse range of opportunities and career paths It will also enable people to access courses such as chef training, customer service, middle management, and much more

The county-wide Tourism Talent Hub will be aimed at students, parents, adults and businesses We’re developing the new

Finding out your recruitment needs

The next phase of the Local Skills Improvement Plan (LSIP) is a fresh opportunity for you to help influence national policy and highlight the changes you’d like to see to local skills and training provision

We ll be asking for your feedback through online surveys, 1-2-1 interviews and round table focus groups involving tourism operators and colleges/universities All different sizes and types of businesses can take part and it doesn’t matter whether you took part in the pilot project or not, as we’ll tailor the questions to delve further into the detail!

i Contact Molly Hill to get involved between now and June: mhill@cumbriatourism.org

resource in partnership with Lakes College, Carlisle College, Kendal College, Furness College and the University of Cumbria

The project follows the initial research we carried out in 2022 as part of the Local Skills Improvement Plan (LSIP), to find out more about your recruitment and skills needs

It revealed a fragmented picture when it comes to local information and support for people hoping to develop future careers in the industry – with a clear need to bring practical help and resources together in one place

The Tourism Talent Hub is due to launch in April

How to tackle skills shortages

Anna Lovett, Employment Lawyer at Burnetts Solicitors

As we go through the process of redefining our relationship with Europe, there s still no harm in learning some lessons from our former EU partners The German economy has faced three major crises post war, and each time it s relied on the core principles of effective collaboration between employers-employees and training providers

Targeting schools and colleges

Alongside the new Tourism Talent Hub, we are continuing to work with a range of partners to help inspire college and university students.

That includes a strong tourism industry presence at regular careers events - such as the recent Jobs and Careers Fair in Kendal – and helping bring students from across the North and Midlands to our destination to inspire them for the future

There has been a clear identification of the skills needed not only in the short term but also in the mid to long-term In particular employers have sat alongside training providers to map out the required skills to ensure that economic development is built on strong foundations

This is why the Tourism Talent Hub is crucial at this time Using the principles of flexibility and engagement, local employers can source the talent they need, identify skills gaps and then tap into local providers to ensure that training is relevant and practical Career paths can then be mapped out and ultimately this level of embedment is the most effective way to ensure retention

CT hitting the road!

The CT team has already travelled the length and breadth of Britain this year, representing our world-class destination and driving new business at a variety of public events and travel trade shows

Since Holiday World Dublin at the end of January, we ’ ve headed to VisitBritain’s Showcase event in London, Britain & Ireland Marketplace and The British Tourism & Travel Show at Birmingham’s NEC

Internationally, we attended ITB Berlin with a group of CT members; it was the first time we ' ve exhibited at the showpiece event in Germany and ‘ team Cumbria’ certainly made a big impression!

Along with fantastic support from member businesses, we ’ ve also welcomed familiarisation trips from both the US and Japanese travel trade It was particularly great to welcome US operators on the back of our collective participation in Destination Britain North America in Washington DC last autumn

Looking ahead, we ’ re planning to attend more visitor-facing shows over the summer too, including:

n Northumberland Show – June

n Royal Cheshire Show – June

n Great Yorkshire Show – July

n Royal Lancashire Show – July

n Chatsworth Country Fair – September

n Westmorland County Show – September

i To get involved in future events, contact the team at campaigns@cumbriatourism org

Planning positive visitor experiences

CT continues to work with partners to support positive visitor experiences that also strengthen our communities and environment. This includes an extension of Lakes Ambassadors to welcome our visitors, ensuring regular and timely waste collections, repeating visitor shuttle buses in key areas including Buttermere and Wasdale, monitoring car parking demand and more. A cross partner group is meeting regularly to make real time interventions where needed

Alex Mackintosh mans the stand at Holiday World Dublin

Introducing our Bespoke Services

Our Bespoke PR service has been successfully supporting leading Cumbrian businesses with their public relations needs for a number of years, helping generate national impact in news and travel media We’re now drawing on the wider skills of the Cumbria Tourism team to expand the range of ‘bolt on’ Bespoke Services we offer

Although specialising in tourism and hospitality, we re also working with charities, event organisers and tourism supplier businesses to name just a few

Here s a snapshot of what we can do to add value to your business:

Bespoke campaign planning & reviews: Do you want expert feedback on your social media or company website? Perhaps you need external analysis of your marketing strategy? We can deep dive into your approach, giving you practical feedback and recommendations to help your budget go further – and for maximum impact

Bespoke marketing: Whether you need an extra pair of hands with a specific campaign or more long-term strategic support, we can help you plug the gap From creative idea generation to developing inspiring collateral or focused activity for your key domestic or international markets, we can adjust the type and length of package we offer to your needs

Bespoke videography: We can help bring your story to life with video content for your website or social media channels Ideal for small businesses who need short case studies, vlogs or interview clips to showcase innovations and services – all professional quality at an affordable price

Bespoke copywriting and content creation: Whether you need web copy or e-newsletters, feature articles or advertorial, our team can develop compelling copy to promote your business We can research, write, edit and proofread copy to help you make the most of your key messages and engage effectively with the audiences you need to reach

Bespoke training: From 1-2-1 support to training for a small group of staff, we can develop in-person or virtual sessions to meet your organisational needs Our bespoke training support ranges from media training and social media masterclasses to digital workshops to dedicated sessions to help your business get travel trade ready

Bespoke PR: Drawing on an extensive database of national and regional media contacts, we can help you target consumer press, trade titles, broadcasters, online outlets and social media influencers With dedicated support from ex-journalists, we also include a full media monitoring service at no extra charge

i For an informal, no obligation chat with the Bespoke Services team to discuss what would work best for your business, contact Heather or Sue at: bespoke@cumbriatourism org

Planning to succeed

Expert view

Fisher, Dispute Resolution Lawyer at Thomson Hayton Winkley

No-one wants to instruct a solicitor unless they have to, we know that! But when it comes to running your tourism business, a bit of planning and added help can save you time, stress and expense in the long run.

A solicitor can help by auditing your existing documentation and advising you where you might need further input Your needs will depend on the nature and size of your business, how it s owned and operated, who owns the premises and whether you employ staff

Some things to consider include:

• Do you lease your premises? Do you fully understand the terms of your lease and what you can and cannot do?

• Do you have employees? Are your contracts and policies up to date and fair?

• Do you have a Premises Licence? Are you aware of the conditions and how you should operate?

• Do you run your business in partnership with someone else? Do you have a written partnership agreement?

• Have you reviewed your customer terms and conditions recently? Are they still working for you and your customers/guests?

• Do you deal with or supply other businesses? Are your contracts with them as favourable to you as they might be?

• What are your plans for succession of the business? Are you hoping to bring in family members or set up a company?

• What happens if you have an accident, or worse? Do you have a Will and Lasting Power of Attorney?

Spending a bit of time on the admin now is definitely worthwhile and will give future you ’ some peace of mind

Thomson Hayton Winkley offers CT members a free legal telephone helpline and a 10% discount on legal services

Remember to quote your CT membership number when calling or emailing

Suzie

CUMBRIA TOURISM MEMBER BENEFIT

Suzie Fisher

Why a relationship-managed approach to banking matters

Expert view

Alasdair Swan, Senior Commercial Manager at The Cumberland

The cost-of-living crisis represents a significant challenge with the exponential rise in prices affecting the hospitality industry two-fold

Firstly, consumers have less money to spend To compound this issue, businesses must now cope with their own rising costs, with those in the sector facing an average increase of 55 2 per cent in operating costs

Difficulties don t ju stop at rising costs, however, with staff shortages and retention in the sector remaining significant hurdles for hospitality business owners

So it s never been more important for banking institutions to support customers through a m targeted, human appro providing a relationship managed service

At The Cumberland, we take this approach to ensure we understand and build relationships with the businesses that we work with so that we can provide support for them during any situation, good or bad

Customers have grown weary of the centralisation of banking operations They ve grown tired of call centres instead of having direct access to an expert who understands their case

Taking the opposite approach, with a model which places an emphasis on building a relationship between the finance provider and the client, is something which will stand both parties in good stead Relationship managers place the client first, taking an interest in every aspect of their business

Relationship managers don t just navigate

usiness situations for eir clients, they spend with customers and e support when it’s most cting as a safeguard tially choppy waters the client hasn’t recognised yet

By creating a genuine, human rapport, customers know they have direct access to their relationship manager or an associate so they can contact someone who understands their business whenever their need arises As a result, issues can be dealt with quickly and efficiently

While the hospitality sector is set to face further challenges, it doesn t mean owners and operators should go it alone It is the banking institutions who provide a people first approach who will be best placed to support existing and prospective customers

Get one step ahead

In the face of rising costs and an unpredictable market, businesses would benefit from having a plan and taking early action

n Have a plan: Keeping control of cash flow is a vital aspect of any business The best way to do this is through detailed business planning, so you can foresee any problems and take action early

n Review your costs: It may be necessary to reconsider the suppliers you are using or renegotiate prices and payment terms with your current supply chain

n Take action early: If it looks like you may need help with cash flow, it s important to get in touch with your bank or lender early This can give you time to access finance or renegotiate the arrangements for your repayments

The Cumberland offers a free 1-year CT membership with new commercial mortgages

CUMBRIA TOURISM MEMBER BENEFIT

‘It’s never been more important for banking institutions to support customers through a more targeted, human approach by providing a relationship managed service’

Alasdair Swan

MEET THE TEAM

Cumbria Tourism’s staff team work on your behalf to support businesses and maximise the reputation of the Lake District, Cumbria. We are all passionate about driving forward our visitor economy to support local jobs and communities. Say ‘hello’ below and don’t hesitate to get in touch at any time.

Meanwhile, our NonExecutive Directors each bring specialist expertise and in-depth industry knowledge, helping to provide strategic direction to help keep CT agile, innovative and commercially-minded Two

force on 1 April

both will be represented in the Board

Gill Haigh Managing Director GHaigh@cumbriatourism org

Rachel Tyson Head of Partnerships & Projects RTyson@cumbriatourism org

Sarah Davies Business Development Manager SDavies@cumbriatourism org

Bea Hooson Business Development & Finance Executive BHooson@cumbriatourism org

Ben Melling Business Support & Development Coordinator BMelling@cumbriatourism org

Lynne Wilson Front Office Coordinator LWilson@cumbriatourism org

Heather Sewell Communications Manager HSewell@cumbriatourism org

Sue Clarke Marketing Manager SClarke@cumbriatourism org

Peter Marshall Communications Executive PMarshall@cumbriatourism org

Robert Rhys Communications Coordinator RRhys@cumbriatourism org

Alex Mackintosh Content Executive AMackintosh@cumbriatourism org

Amanda Shaw Project Officer AShaw@cumbriatourism org

Molly Hill Partnerships and Project Coordinator MHill@cumbriatourism org

Francine Bult Marketing Executive FBult@cumbriatourism org

Rob Cowley Digital Marketing Executive RCowley@cumbriatourism org

Amanda MacIntyre Digital Marketing Coordinator AMacIntyre@cumbriatourism org

Dan Stearne Sales and Marketing Assistant DStearne@cumbriatourism org

Helen Tate Research Manager HTate@cumbriatourism org

Gemma Procter Sustainable Tourism Officer GProcter@cumbriatourism org

new unitary authorities come into

and

They are Leader of Westmorland and Furness Council Jonathan Brook alongside Anne Quilter, who holds the portfolio for leisure on Cumberland Council