VisitEngland has officially unveiled a new Cumbria-wide Destination Management Plan.
The ambitious strategy rolls out a cohesive approach to a successful visitor economy for the entire county.
It will support economic growth and natural environment as well as rewarding local communities.
The chair of VisitEngland’s Advisory Board, Lady Borwick, praised the initiative led by Cumbria Tourism, one of VisitEngland’s foremost Local Visitor Economy Partnership (LVEP) nationally.
They have worked in close quarters with stakeholders, including businesses, local government, Cumbria LEP (CLEP), communities, and transport providers among others.
Speaking at Cumbria Tourism’s Spring Members’ Meeting at Armathwaite Hall near Bassenthwaite on March 7, Lady Borwick said: "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."
At the core of this collective, county-wide Cumbria’s new Destination Management Plan lies the objective of increasing the value and productivity of the visitor economy.
The strategy also aims at supporting tourism that benefits the environment and vibrant communities, ensuring every visitor enjoys the destination, and making certain Cumbria has the infrastructure and support to deliver its objectives.
Chair of Cumbria Tourism, Mr Visser, said: "Cumbria’s new Destination Management Plan is a critically important strategic document for Cumbria.
"It details shared priorities and resources to manage our world-class destination between now and the end of the decade.
"This will help add real value and lay the foundations for Cumbria’s future growth and success as a great place to live, work, and visit."
Cumberland Council’s executive member for vibrant and healthy places, Cllr Anne Quilter, said: "The plan seeks to showcase our world class venues and destinations to a global audience but importantly to the benefit of our local communities.
"Our area has lots to see and offer and we will work closely with tourism and economic partners to widen our appeal to visitors and promote the hidden gems located within our Cumberland area."
Angela Jones, director of thriving places at Westmorland and Furness Council, added: "This plan provides a huge opportunity to bring together public and private sector partners across Cumbria and ensure a joined-up approach in supporting a successful, sustainable visitor economy.
"It sets out our ambition and opportunities.
"Together we can achieve so much more to maximise the potential of a sustainable visitor economy, at the same time as balancing the economic, community and environmental values."
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here