A campaign is set to be launched in the effort of boosting visitors to south Cumbria.

The scheme is being led by Cumbria Tourism, working in partnership with Westmorland and Furness Council, to showcase the cultural and heritage attractions that the region has to offer.

Let’s Go Culture – Westmorland and Furness has received £175,908 from the UK Government through the UK Shared Prosperity Fund, which will fund the campaign up until March 31, 2025.

Councillor Virginia Taylor, Westmorland and Furness Council's Cabinet Member for Sustainable Communities and Localities, said: "I am sure it will help spread the word far and wide about our world-class heritage, and help great performances, exhibitions, and creative activities of all kinds reach the audiences they deserve.

"I hope the project will attract more visitors, let residents find new treasures on their doorstep, and support our arts and culture economy to grow and thrive."

The primary aim of the campaign is to drive visitor numbers up in the area’s key indoor cultural attractions and events and position Westmorland and Furness as a leading destination for arts, culture, heritage and creative activities. 

A secondary approach will be to drive up audience numbers in the quieter winter events and encourage more visitors to arrive by public transport.

While the campaign will encourage overnight stays, there is also a major drive to entice visitors from within a 60 – 90-minute drive time.

Managing Director of Cumbria Tourism Gill Haigh said: “We’re delighted to have been successful in our bid to Westmorland & Furness Council to lead this government funded campaign. 

"In our 50th year of operation, this has come at an exciting time for Cumbria Tourism and our team is thrilled to be promoting our fantastic cultural venues and attractions.”

A new landing page of visitlakedistrict.com has been created offering up itineraries and ideas designed to tempt visitors to try something new in the Westmorland and Furness area.

Over the course of the campaign, a wide range of tactics will be utilised to reach multiple audiences targeting local, regional, national and international travellers.