V iewpoint
Challenges and opportunities in 2025
As we start our 51st year, Cumbria Tourism’s MD GILL HAIGH looks ahead to the key challenges and opportunities facing our industry.
She said: “Our £4.1billion visitor economy is one of Cumbria’s greatest assets and we have significant opportunity to grow that value further. Through our Destination Management Plan, we have a shared vision ‘to make Cumbria Britain’s most sustainable rural destination, boasting a reputation for quality, welcome and adventure for everyone’
“A key priority must be working together with partners across private and public sectors in 2025, to deliver the actions to make that vision the reality, in turn supporting a strong economy, your businesses, our communities and the environment
“Following our recent Future Trends and Innovation event, it’s clear there are many options to help overcome challenges such as cash flow, workforce, sustainable transport, rising energy costs and more
“Key to business success is a strong workforce, appropriate worker housing and transport CT is committed to working with partners to showcase our county as a place to work, study and invest, as well as visit, through a combination of high-profile marketing activity (see pages 6-7) and
continued emphasis on workforce development (page 9)
Our sector continues to strive to be at the top of its game and excite our visitors 2025 will be no exception and I m looking forward to seeing a range of new developments taking shape across the county
And with the right conditions we can increase productivity and our economy further This includes opportunities to raise the profile of all parts of Cumbria throughout the year, increasing the number of people choosing to stay overnight, as well as day visitors, and encouraging more repeat visits
Your voice is key We will continue to use your feedback to influence key decisionmakers on issues important to you
The results of our most recent Business Survey – carried out in conjunction with our Strategic Partner
Lamont Pridmore – demonstrated that rising costs still loom large over businesses, with the recent Budget announcements making these challenges all the more concerning
After a year of fundraising, CT s 50th Anniversary Fund is all about raising aspirations in our industry and I can t wait to see the first grants awarded to help young people access study, vocational training and employment Thank you for all your support (See page 4)
I’m also looking forward to working alongside you, our fantastic member businesses Your resilience, innovation and sheer hard work never fails to impress and it s always an honour to help you to provide world-class experiences for both local people and our visitors as you look to prosper in 2025 and beyond
Winter campaign reaches 190 million
With the tough economic conditions at the forefront of your minds, the focus of our winter campaign throughout the early part of this year continues to be all about inspiring forward bookings, growing overnight visitors, increasing trips to less visited areas of the county and extending the season
So far the Let s Go campaign has had a PR reach of 190million, and our Advent Calendar had almost 120,000 entries Turn to page 6 to get involved in the Winter campaign
The Edge in Whitehaven is one of the exciting tourism developments planned for Cumbria in 2025
Hot off the press: 2025 Holiday Guide
Our official 2025 Holiday Guide is being distributed from January, supported by a targeted marketing campaign
It is available digitally and on demand at key sites within a 2-3 hour drive time The guide will also feature at international events, starting with Vakantiebeurs in the Netherlands (See page 6)
New for this year is the Bedroom Browser, created due to popular demand You can access it digitally here
To order printed copies of the new Holiday Guide for your business, contact campaigns@cumbriatourism org and we’ll arrange delivery in the coming weeks
Car-free campaign wins national award
CT’s ‘Let’s Go Car Free’ campaign – in partnership with Stagecoach Cumbria and North Lancashire and Avanti West Coast –picked up the Marketing Campaign of the Year Award at the recent UK Bus Awards
Currently in its fourth phase, this multifaceted publicity campaign uses marketing, social media and PR to highlight ease of travel
to and around the county using public transport
Over a period of just over 12 months, the car free pages of visitlakedistrict com have become the third most visited pages on the website, while strategic PR with both traditional media and influencers has reached an audience in excess of 91 million We re now in the planning stages for further activity in Spring and Autumn 2025
Driving sustainability forward
As part of our ongoing Strategic Partnership with Lloyd Motor Group, we’ve taken delivery of a new fully-electric MINI Countryman SE ALL4 Classic – marking the next step in promoting environmentally-friendly travel across Cumbria.
The aim is to showcase the growing accessibility and benefits of electric vehicles, both for businesses and visitors to the county. This new addition complements CT’s existing sustainability initiatives including a Cycle to Work Scheme, encouraging public transport use, staff carsharing policies and two public charge points installed at our Staveley HQ.
Our thoughts are with all of those affected by the devastating fire in Kirkby Lonsdale in December
The CT team will continue to work with local businesses, Kirkby Lonsdale Community Interest Company (CiC) and Westmorland & Furness Council over the coming weeks to help the town recover and encourage people to visit and throw their support behind the local community
Ways to save your business money
As a CT member, don’t forget you have access to a range of special discounts and financial benefits which could help reduce your day-to-day costs, including hospitality products and services, professional services, training, and digital, web and print
For instance, you can join CT s payment partner Tyl by NatWest and get zero card machine hire fees for three months plus a £100 sign up bonus
We’ve also partnered with Cumbria Chamber of Commerce on an exclusive training offer, meaning you will only be charged at their member rate for some of their chargeable events – keep an eye on our events page as training sessions are added throughout 2025
See the full range of CT member discounts and offers here
i Contact the team at info@cumbriatourism org for your exclusive member discount code
DID YOU KNOW?
CT membership gives you access to 10,000+ high quality, royalty-free destination images in the Cumbria Media Library here.
commission-free
To help you maximise the value of your listings on visitlakedistrict com we recently removed our direct commission invoicing on bookings taken through the site
i Check out the website here if you ’ re interested in taking advantage of zero commission bookings or contact us on website@cumbriatourism.org to discuss the options.
Charitable Fund now open for applications
THANK YOU for the immense enthusiasm and support you’ve shown for CT’s 50th Anniversary Charitable Fund during its first 12 months
Whether you ve attended or sponsored one of our events, developed one of our fundraising products, held your own fundraising event, donated raffle prizes or donated directly to the fund, your contribution really will make a difference
We are now ready for Cumbria Community Foundation to start distributing grants to help kickstart training and careers in our industry – supporting more young people to stay within our county and helping break down barriers for the tourism talent of the future
Grants of up to £500 are available to people aged 16+ years who live – and are studying or training – in Cumbria, or are newly employed in the county s tourism and hospitality sector
Examples of activities supported include specialist equipment (e g chef knives or
uniforms), course costs and study materials like textbooks or laptops, travel costs and hardship costs to help people complete their studies (e g rent deposits)
Cumbria Tourism President, Jim Walker, said: CT s most recent Business Survey again underlines the very real business need to continue attracting fresh new talent into tourism and hospitality So this fund is all about giving people a helping hand as they launch their career in this diverse and fastchanging sector
With flexible working opportunities, live-in vacancies and new ways to promote work-life balance, we know there is something for everyone and this is a great opportunity to give more people the chance to make their first step on their personal career paths i Could someone in your team benefit from our Charitable Fund? Check online here or contact Tracy Cheesbrough at Cumbria Community Foundation to find out more: call 01900 825760 or email: grants@cumbriafoundation.org
Make our fund your charity of choice
Our anniversary year may be over, but our ambition is to create a lasting legacy for our 50th Anniversary Charitable Fund by continuing our fundraising efforts and developing an Acorn fund that will continue giving long into the future. You can help by making our Charitable Fund your organisation s designated charity of choice for 2025 – boosting your own Corporate Social Responsibility and making a tangible difference to the young innovators who will help take our industry forward in the coming years i Contact the team at info@cumbriatourism.org if you’d like to find out more and help the next generation take the first steps in their tourism careers.
CT member event aboard Ullswater ‘Steamers’ Charity Golf Day
Fundraising Cross Bay Walk
Meeting challenges of the future LOOKING AHEAD
Our recent Future Trends & Innovation Conference was an incredible day of insights and collaboration, bringing together more than 160 industry professionals for a packed day of learning and thought-provoking discussion – with a key focus on overcoming current challenges and building resilience.
Featuring six engaging sessions, the event explored a range of topics shaping the future of the industry, including future visitor trends, workforce challenges, sustainable food, travel and innovation in marketing and technology
The insights and conversations from the event will play a crucial role in shaping Cumbria Tourism s business planning and strategic focus in 2025 and beyond, helping us better support local businesses and enhance the county s destination appeal in the years to come
The event host was Andrew Stokes OBE, England Director at Visit England He said: Tourism and hospitality face challenging times, but our industry’s resilience is a strength Skills remain a major challenge, and improving the perception of the visitor
WATCH THE VIDEO
economy as a great place to work is crucial
Rising costs are also impacting SMEs, highlighting the need for constant innovationembracing change is essential to stay ahead
Hear more from Andrew Stokes and our other key speakers, including the President of the NFU, Tom Bradshaw, on the challenges and opportunities we face in 2025 by watching the round-up video
Preparing for change in the year ahead
Expert view
By MATTHEW HUTTON (pictured right), Head of Hospitality, Leisure and Tourism at Armstrong Watson, Accountants, Business and Financial Advisers
Hospitality, leisure and tourism businesses will need to prepare for increases to the National Minimum Wage and employer s National Insurance contributions along with the reduction in Business Rates Relief – all of which come into effect from April 2025
This will be particularly challenging and follows a period which has seen a multitude of cost rises, resulting in business already having increased prices While businesses will need to once again revisit pricing strategies, it is not always possible to pass on the entirety of cost increases to customers and other ways of becoming more efficient may need to be considered
How can businesses prepare?
1 Budgeting and cashflow forecasting is even more crucial during periods of substantial change Businesses should be updating and reviewing forecasts to understand the impact of the incoming changes
2. The business rates relief reduction to 40% means there is never a better time to review your business rates and rateable value to ensure you are not being overcharged in error
3 By offering salary sacrifice options to employees, such as pension contributions, the leasing of a car, or buying a bicycle, businesses can save Employer s NI on the amount sacrificed (Note: this may not be applicable to all employees )
4. It may be worth considering investing in energy efficiency and renewable energy sources Many businesses see substantial ongoing cost savings as a result There are also specific tax advantages for investment in renewable energy
5 Implementing technology solutions – such as automation of your accounting software or booking and revenue management system – will help streamline operations, reduce costs and enhance efficiency
6 Investing in staff training and development to improve service quality and operational efficiency could result in both cost savings and increased revenue due to customer satisfaction
i To discuss ways of minimising the impact of increased costs on your business, please call 0808 1445575 or email: help@armstrongwatson.co.uk
Speakers at the conference included, from left: Nick Hall (Digital Tourism Think Tank), Andrew Stokes OBE (VisitBritain), Gill Haigh, Tom Bradshaw (NFU), Richard Rankin (H&H Group) and James Hill (Hampton Manor)
Get involved in winter campaign MARKETING CAMPAIGNS
Building on the early momentum of the Let’s Go campaign (see page 1), the early part of 2025 sees us pushing ahead with a wide range of winter marketing activity to support our members and drive forward bookings
Monthly themes are not only a key focus for our visitor-facing social media, PR, blogs, e-newsletters and regular online competitions, but allow you to align your own marketing activity for greater overall impact: n January – Health and wellbeing n February – Romance, weddings and families
n March – Outdoors and adventure
Let us know if you have any impactful imagery/video or special events that fit with these themes and we ll weave this fresh, high-quality content into the campaign wherever possible
The CT team is also working hard to secure seasonal press trips with a range of national travel journalists, alongside targeted influencer trips tied to our winter campaign themes
We’re always open to new and unique story angles and would particularly like to hear about new 2025 developments, tours/trails, bookable visitor experiences and innovations around accessible tourism
Coniston, location for Swallows and Amazons
This national media engagement is being complemented with regular seasonal content for Cumbria-based newspapers, both in print and online
Meanwhile, don’t forget you can boost your footfall and reach a new local audience by providing a special offer on our MyCumbria residents’ card scheme too i Drop us a line at campaigns@cumbriatourism.org to express your interest in any of these free opportunities
Making Cumbria the star of the show
According to VisitBritain research, more than 9 out of 10 potential international visitors are keen to visit a film or TV location
Throughout 2025 CT will be piggy-backing on VisitBritain s new Starring GREAT Britain campaign to harness this trend and encourage more visitors to choose Cumbria and explore more
From inclusions in British war-time classic ‘The Dam Busters to Tom Cruise speed flying through the Lakes for Mission: ImpossibleDead Reckoning, Part One’, our county has taken a starring role through the decades So
this is a fantastic opportunity to shine the spotlight on Cumbrian film locations and highlight film and TV-inspired experiences
As well as developing a wide range of visitor-facing digital and PR content, we will be working closely with film partners like Creative England and sharing tips to help you build bookable itineraries with the travel trade i Join us by using the hashtag #StarringGREATBritain and and letting us know about any famous films or TV shows linked to your business/location at: pressoffice@cumbriatourism org
Keeping us on the international map
Hot on the heels of a trade mission to Australia – along with World Travel Market, VisitBritain s Germany Workshop and Destination Britain Middle East and Asia – our 2025 programme of international events is already underway For the first time, CT is heading to ‘Vakantiebeurs (8-12 January) to showcase our destination The event is the Netherlands’ leading consumer and trade show It s followed by Britain and Ireland Marketplace (24 January), then Ireland s biggest and best attended annual public exhibition Holiday World Show Dublin from 24-26 January
Also coming up domestically is the British Tourism and Travel Show in March, where we will meet face-to-face with tour/coach operators, group travel organisers, travel agents and other travel trade professionals looking for new and exciting ideas
Collaborating both with businesses and VisitBritain is making much of this activity possible To partner with us, contact the team at: campaigns@cumbriatourism.org
We’re showcasing our cultural heritage
With a PR reach of almost 47 million already achieved, the Let’s Go Culture in Westmorland & Furness campaign is helping businesses maximise some of the county’s world-class cultural assets.
40+ cultural venues, attractions and events have been participating in the UK Shared Prosperity Funded (SPF) campaign, which had increased the number of visitors by almost 140,000 by the end of 2024
Making adventure accessible for everyone
We ve also represented cultural businesses at major travel trade events include World Travel Market, Coach Tourism Networking Events, British Tourism & Travel Show and Group Leisure and Travel Show in recent months Activity including social media promotion, press/social media influencer visits and digital marketing continues until the end of March
Our Adventure for Everyone project, in partnership with Cumberland Council, is all about providing a warm welcome to people who have health issues or challenges that limit their daily activities – including conditions which aren’t always visible to others
As well as helping businesses to improve their access information – by working with AccessAble to create Accessibility Guides –we are encouraging them to engage with the new VisitEngland Accessibilty and
Inclusion Toolkit for Businesses
We are also forging ahead with a series of social media influencer trips such as Paralympic athlete Olivia Breen
We’re on the lookout for great experiences across the Cumberland Council area to feature in digital and PR content, so tell us your access stories and get involved in this UK Shared Prosperity Funded project
i Contact Alison at: ahilton@cumbriatourism org
Smarter travel planning
Almost 17,000 journeys have been planned using our free online travel planner since it launched in April 2024
Funded by the European Space Agency and using the latest satellite technology powered by You Smart Thing, this online tool allows you to send out personalised travel plans to customers before they visit and notifies them of travel updates
Visitors can search venues and places to visit and are given personalised journey routes to help them experience new places
We ve created individual ‘travel assistants for all members listed on visitlakedistrict com So if you ’ ve chosen to embed the travel planner, visitors can then access the service on your own website!
i Download our ‘Quick Start’ guide here or chat to our web team if you’d like to know more: website@cumbriatourism.org
Promoting foodie heaven
Have you taken a look at the resource hub we ve created as part of the Food and Drink in Cumberland project?
Tailored for the area s food and drink businesses to provide B2B support and demonstrate best practice in sustainability and innovation, the resource runs alongside phase 2 of a multimedia marketing and PR campaign
There are still opportunities to get involved in the project, supported through Cumberland Council’s UK Shared Prosperity Fund (SPF)
Don’t forget to take up the offer of a free website listing on the project homepage by filling in this form
Also tell us your local food stories and look out for opportunities to provide content or host media and influencer visits i Contact Sam at: smarsh@cumbriatourism.org
Inspiring itineraries
CT has been working with Cumberland Council to complete a series of 34 itineraries to help inspire key audiences to explore Carlisle, The Western Lake District and Coast
We carried out extensive research with businesses to inform the new itineraries, aimed at enhancing people s understanding of what s available all year round
Whether you d like to print them, add to your own website or simply use for reference, you can download itineraries for consumer markets, the travel trade (group travel) and travel media for free here
It’s all been supported through UK Shared Prosperity Funding (SPF)
Windermere Jetty
Talkin Tarn
Cumbria Tourism is offering recru businesses in the visitor economy are the latest free events availab January and February, as part of
• Free Neurodiversity Train
16 January at the Melbreak
• Free Mental Health Traini
17 January at Growing Wel
• Welcome Host Gold Traini Businesses - 23 January a
• Free Mental Health Traini
24 January at Growing Wel
• Realise HR Free Inclusivit
29 January at Armathwaite
• Free Mental Health Traini
7 February at Growing Wel
Get in touch with Molly Hill mhill@ Rob Davies rdavies@cumbriatour
‘Welcome to Work’ project aids the visitor economy
Our ‘Welcome to Work’ project with Westmorland and Furness Council has seen us support almost 320 people looking for work in recent months – with almost 80 ultimately securing employment
The project aims to maximise local talent and give individuals who are furthest from the labour market the opportunity to have meaningful and enjoyable jobs
That includes people living in remote or economically and socially deprived areas, as well as young people who are not in education, employment, or training’ (NEETs), refugees, ex-offenders and those with special educational needs and disabilities or physical or mental health conditions
We are focusing on helping businesses that are facing issues around recruitment and retention, whether that s by delivering Disability Confident training, matchmaking people with vacancies through the Tourism Talent Hub, or engaging with education providers to promote our industry as a potential career path
A snapshot of the organisations we re working with on workshops and career showcase events includes Growing Well (helping those with mental health challenges), Right to Work (working with people with disabilities) and the Prison & Probation Service (helping people leaving prison into fulfilling careers)
We ve also coordinated employer engagement days, bringing in minibuses of predominantly young unemployed people/NEETs from the Barrow area and delivering a high rate of conversion into jobs
‘Welcome to Work in the Visitor Economy (Westmorland and Furness) is funded through the UK Government’s Shared Prosperity Fund, known as UK SPF, and continues until the end of March 2025
Watch the video here for more.
Shaping the future
of
worker transport
We are continuing to work closely with businesses to make the case to our local Councils for enhanced bus services across the county to help plug gaps in worker transport
The aim is not only to support existing staff within the visitor economy, but also those businesses who can t currently recruit from certain areas due to a lack of transport at the right times Worker Transport Coordinator Natalie Fryer (pictured) is also engaging with tourism businesses in key areas like Grizedale to look at new, innovative solutions to tackle the issue You can contact Natalie with your comments and ideas at: nfryer@cumbriatourism org
Meanwhile, if you re a business in the Cumberland Council area, you can help your employees have their say by circulating this survey for completion by Friday 31 January
Recruitment initiative expanded across county
We are now also working on a six-month Welcome to Work initiative alongside Cumberland Council to help combat the recruitment issues in the north and west of the county
We are coordinating a wide range of SPF-funded activity designed to help more potential employees develop transferable skills, connect with local businesses, and explore job opportunities in the visitor economy
Alongside People First, we are supporting people with learning disabilities and autism into careers Realise HR is creating a new inclusivity training and toolkit, while we are teaming up with Growing Well again too
Another recent example was a joint event with the Centre for Leadership Performance to deliver an experience day for National Older Worker Week at Muncaster Castle, to highlight meaningful opportunities in tourism for older workers and retirees
Looking ahead, we will be inspiring young people into hospitality careers with special chef events alongside Lakes College and Carlisle College later this month
Refugee drop-ins will also take place in Workington, Whitehaven and Carlisle
i See the advert on page 8 for a full list of free events available to businesses across the county this January and February, as part of our ongoing UK SPF projects.
A member of the team at Another Place in Watermillock
National Older Worker Week at Muncaster Castle
New workplace recycling rules coming soon
From 31 March 2025, the Government’s new ‘Simpler Recycling’ legislation will come into force, affecting many tourism and hospitality businesses by standardising the collection of dry recyclable waste –excluding garden waste and plastic film – across councils in England
This includes hospitality venues such as cafés, restaurants and hotels (although smaller businesses with less than 10 full-time employees have until 31 March 2027 to make the changes)
It means businesses will have a legal duty to separate waste into three streams:
n General waste
n Food waste
n Dry mixed recycling (including glass bottles and jars; metal food and drinks cans; plastic bottles, pots, tubs and trays; and paper/cardboard)
Workplaces that generate garden waste are required to manage it in accordance with the waste hierarchy and arrange for it to be recycled or composted for the best environmental outcome
The Business of Recycling website provides step-by-step guidance and resources for the hospitality sector on how to make the changes Don t forget CT s online sustainability toolkit also has general hints and tips on reducing waste
We recommend contacting your current waste provider to find out how they are planning for the changes, as some are offering free
Law changes will impact industry
Expert view
DAVID GIBSON (pictured), Partner and Head of Employment team from our Strategic Partner Burnetts Solicitors highlights two other recent changes that will be particularly felt in our industry
n Employment Rights Bill
Set to come into effect in early 2026, this legislation is set to bring in at least 28 further significant changes, including day one unfair dismissal rights, reform to zero-hour contracts and flexible working reforms
David says: “Provisions relating to zerohour contract workers will have a significant impact on the leisure and tourism sector where over a third of the workforce is employed on zero-hour contracts
The bill introduces a range of rights, including the right to be offered guaranteed hours reflecting a worker s average weekly hours, and the right to reasonable notice of a shift, or cancellation of any shift It also sets out that exclusivity clauses in relation to zerohour contracts will be unenforceable, allowing those who willingly remain on zero-hour contracts to have more than one job
The bill proposes that if any of these duties is breached, the employee may bring a claim to a tribunal for compensation Furthermore, an employer must make a
payment to the employee each time they cancel, move or curtail a shift at short notice ”
n Worker Protection Act
This act came into force in October 2024 and creates new employer obligations on sexual harassment
A failure to take reasonable steps to prevent sexual harassment will result in an uplift of up to 25% of any award for sexual harassment This is a pro-active duty so employers must start taking steps to prevent sexual harassment even before any incidents have occurred,” says David
Employers should start engaging with their staff regularly to provide mandatory training on sexual harassment
“The bill upgrades the duty on employers to take all reasonable steps to prevent sexual harassment, highlighting that employers are fully liable for preventing any harassment by third parties in the workplace This potentially creates an even higher onus, particularly for employers in the hospitality sector, where there may be a heightened risk from customers who have consumed alcohol i For more information or for potential bespoke training, contact Burnetts Solicitors’ Employment team at www.burnetts.co.uk
waste audits It s also worth noting that the general public will be able to report workplaces that don’t follow the new rules to The Environment Agency
Food waste is a key component of the new recycling rules
Helping new hospitality owners achieve their business ambitions
Expert view
By SCOTT McKERRACHER (pictured, inset), Head of Commercial at The Cumberland
Starting a new hospitality venture is both an exciting and daunting prospect. The number of decisions to be made – whether choosing the right location, securing a financing package or managing operations – can be overwhelming External challenges such as rising costs, staff shortages and growing expectations from consumers all add to the pressure
Prospective hospitality business owners need not face the pressures alone Holding more than 20 years ’ experience lending to the sector, The Cumberland Building Society offers a Kinder Banking approach, where customers are supported by real people, ensuring business owners receive the support they need
With a deep understanding of the hospitality space across our key regional markets in Cumbria, Yorkshire, North-East England and Scotland, we are able to support business owners to fulfil their potential
Setting the foundations
The backbone of any successful hospitality business is a robust, detailed business plan and comprehensive market research
A well-chosen site can make a huge difference, with proximity to transport, local attractions, and other amenities all influencing desirability for customers Lenders who understand the regional hospitality market can support in this regard
With a sound understanding of operational details, such as staffing needs, technology systems, or supply chains, an experienced lender will be able to provide practical support that helps an owner plan their business
Delivering value
Prospective customers are increasingly looking to squeeze value out of their experiences They want thoughtful touches which make a visit memorable, such as personalised amenities, eco-conscious practices and curated local experiences that reflect a community’s authentic culture
Why a relationship matters
A personal, direct relationship is something that customers are demanding, with research from digital products and services company, Foolproof, in 2023 finding around 46% of people saying human interaction in banking is what they want Furthermore, 47% said chatbots are not answering their questions, while 23% believed their banking experience had gotten worse as a result of an over reliance on digital services
At The Cumberland, we understand the value of building relationships and have developed strong regional connections with accountants, surveyors and solicitors specialising in commercial property This helps to ensure a smooth transition during any financing process
Additionally, The Cumberland s strategic partnerships with industry bodies such as Cumbria Tourism, Scottish Tourism Alliance, and the Association of Scotland’s SelfCaterers (ASSC), gives new hospitality owners access to in-depth knowledge which will help guide their operations
With a highly-experienced team of real people offering a relationship-managed approach, The Cumberland is able to tailor solutions that align with a new business specific needs
With you every step of the way
Starting a new hospitality business may seem formidable, but prospective owners can navigate the process with a clear, structured plan, based around delivering value to customers which sets the business apart Whether it s support with building that plan, choosing the perfect location, or creating an unforgettable experience for customers, we understand how a strong, collaborative relationship can ensure new ventures have the best chance of thriving i For more information, please visit: www cumberland co uk/business
The Cumberland is pleased to offer a free one-year standard CT membership to all customers taking out a new commercial mortgage with us Speak to your commercial relationship manager for details Terms and conditions apply
By focusing on added benefits, attention to detail, and customised services, businesses in the hospitality sector can enhance customer satisfaction and standout in a competitive market
CUMBRIA TOURISM MEMBER BENEFIT
The Cranleigh Boutique Hotel in Bownesson-Windermere benefited from The Cumberland’s support
New ‘food hub’ added to growing trade show
Cumbria Tourism is partnering with the Lakes Hospitality Association on next month’s Lakes Hospitality Trade Show 2025
A brand new food hub bursting with local produce and chef demonstrations will be the newest addition to the showpiece event which will bring together exhibitors from across the North to meet directly with businesses of all shapes and sizes
Marking its record 48th year supporting the hospitality industry, you can book free tickets online for this ‘ must see ’ event, which takes place at the J36 Rural Auction Centre on Wednesday 26 and Thursday 27 February
One of the guest chefs will be Daniel Winstanley (pictured), Group Executive Chef at English Lakes Hotels, Resorts and Venues
Also demonstrating at the event will be two chefs turned tutors from the hospitality and catering department at Lancaster & Morecambe College, Adrian Law and Alessandro Possamai
The new food hub will include a market place’ throughout the two days, to promote smaller foodie businesses looking to increase their reach and profile That s in addition to live chef demonstrations throughout the day
Visitors to the Lakes Hospitality Trade Show 2025 will also have access to more than 160 exhibitors showcasing a wide range of cutting-edge industry oducts and innovations – with a key focus on efficiency and helping companies make the most of limited resources amid continued rising costs
Exhibitor stands range from catering equipment, and food and drink suppliers, to IT technology, transport, furnishings, visitor attractions and professional services such as insurance, legal and financial support
Coming soon!
It’s almost time to apply for the Cumbria Tourism Awards 2025 – your chance to share your stand-out success stories and generate positive publicity for your business!
With an emphasis on quality customer service and innovation, you will have a chance to enter one of more of 16 categories ranging from guest accommodation and large/small visitor attraction to accessibility, sustainability and wedding venue to name just a few What’s more, all applicants will receive valuable feedback to help enhance their business for the future
The finalists will be selected by an independent panel of industry experts, giving them an opportunity to walk the red carpet at a VIP awards ceremony in July, with eligible winners in many of the categories also automatically feeding into the VisitEngland Awards for Excellence, for the chance to gain national recognition
Look out for the ‘call to entries’ when we open this year ’ s application process later this month
We are also planning a free 2-hour awards workshop on 7 February at Staveley HQ, to help you make the most of the opportunity Book your place here
Take a listen to what our 2024 winners had to say
Tourism Week 2025
The annual campaign to celebrate the English tourism sector, English Tourism Week, will return from 14 to 23 March 2025
The campaign raises awareness of our industry among key stakeholders, including MPs, ministers and the media
It is part of a mission to champion the sector through political engagement
nationally, regionally and locally –demonstrating to political decision-makers the importance of tourism in England and their local area
As Cumbria s official Local Visitor Economy Partnership (LVEP), CT will be backing up this VisitEngland-led campaign to celebrate our vibrant visitor economy at our Spring
Members’ event on Thursday 20 March –watch this space for more details on the venue and agenda
An industry toolkit will be available soon for businesses and destinations to get involved in the campaign You can also share the message to your followers on social using the hashtag #EnglishTourismWeek25
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.
Gill Haigh Managing Director GHaigh@cumbriatourism org
Heather Sewell Communications Manager HSewell@cumbriatourism org
Francine Bult Senior Marketing Executive FBult@cumbriatourism org
Rob Davies Project Coordinator RDavies@cumbriatourism org
Rachel Tyson Head of Partnerships & Projects RTyson@cumbriatourism org
Sue Clarke Marketing Manager SClarke@cumbriatourism org
Rob Cowley Senior Digital Marketing Executive RCowley@cumbriatourism org
Natalie Fryer Worker Transport Coordinator NFryer@cumbriatourism org
Sarah Davies Business Development Manager SDavies@cumbriatourism org
Robert Rhys Communications Coordinator RRhys@cumbriatourism org
Amanda MacIntyre Digital Marketing Coordinator AMacIntyre@cumbriatourism org
Alison Hilton Project Officer AHilton@cumbriatourism org
Bea Hooson Senior Finance Executive BHooson@cumbriatourism org
Alex Mackintosh Content Executive AMackintosh@cumbriatourism org
Dan Stearne Sales and Marketing Assistant DStearne@cumbriatourism org
Helen Tate Research Manager HTate@cumbriatourism org
Ben Melling Business Support & Development Coordinator BMelling@cumbriatourism org
Samantha Marsh PR & Content Executive SMarsh@cumbriatourism org
Gavin West Business Development Assistant GWest@cumbriatourism org
Gemma Procter Sustainable Tourism Officer GProcter@cumbriatourism org
Lynne Wilson Front Office Coordinator LWilson@cumbriatourism org
Molly Hill Partnerships & Project Executive MHill@cumbriatourism org
Amanda Shaw Project Officer AShaw@cumbriatourism org
Janie Oates Content Executive JOates@cumbriatourism org