Cumbria Tourism

11/09/2026

It’s been a great start to the latest VisitBritain international mission, which we’re attending in New Zealand and Australia to showcase our destination to these key global markets.

It got underway in Auckland, with 1-2-1 meetings followed by a showcase event attended by 100 travel advisors. A great opportunity to build on this key inbound growth market which stays twice as long, spends almost double and typically travels outside of peak periods.

10/09/2026

It’s been announced that mayors in England will be given the power to impose a new uncapped levy on visitors' overnight stays, as a percentage of the cost of accommodation.

Cumbria Tourism believes this is the wrong tax at the wrong time for our county and we will continue to use business evidence to help inform decision makers about the potential unintended consequences. We have planned ‘roundtable’ discussions with Cumbrian Mayoral candidates in the coming weeks to help further those discussions.

Our businesses are concerned about job losses, reduced stays, reduced spend and thereby reduced tax revenue, as well as the impact on less visited areas of the county.
With the hospitality VAT rate here already double that of many European countries this will make holidays here even less competitive.

Before considering any taxes we are calling for an independent economic and social impact assessment, exploring unintended consequences.

If an overnight visitor levy were ultimately to be implemented, CT will work tirelessly alongside decision-makers to ensure it is ringfenced to support sustainable tourism growth in our county, in line with Cumbria’s Destination Management Plan.

10/09/2026

What a treat to have an international cycling trophy just next door to us at the Westmorland Show!

As part of the build-up to the Tour de France Grand Départ arriving in the Westmorland and Furness Council area next July, there’s an opportunity to see the Grand Départ Trophy and find out more about the positive impact the Tour de France will have for businesses and communities.

Come and see us on the CT stand again today, where we’ll be showcasing all aspects of our fantastic destination and highlighting the benefits of our MyCumbria rewards card for residents.

09/09/2026

We’re here for day one of the Westmorland Show as part of our Let’s Go marketing campaign, promoting the destination alongside Northern Print Distribution to inspire new and repeat audiences and to drive bookings.

The team are also showcasing our MyCumbria loyalty card to local people and workers – highlighting the hundreds of money-saving offers (and the chance to help local good causes and businesses at the same time!)

07/09/2026

Great to hear from Hawkshead Relish Company on what being part of Cumbria Tourism means to their business.

They talk about the value of getting involved in meetings and networking, speaking to other businesses and having people to talk through issues with when questions come up.

From staff transport and accommodation pressures to wider business challenges, membership is not just about marketing. It is also about being connected to a wider network, with links into partners and organisations who can help find answers.

05/09/2026

The latest episode of the Cumbria Tourism Podcast is now live!

Find out more about Cumbria Tourism's key strategies and priorities in our latest podcast episode with Mark Holroyd, Chair of the Executive Board. We also cover current challenges, opportunities and how Cumbria Tourism is working hard to support businesses right across the county.

Listen here on Spotify: https://open.spotify.com/episode/1BZnV5gawGH6aBjUDOAnDJ?si=jzGYVnsLSdaEuZpzrYk65g

Listen here on Apple: https://podcasts.apple.com/gb/podcast/mark-holroyd-chair-at-cumbria-tourism/id1886659437?i=1000787207299

04/09/2026

Really looking forward to seeing this one. Should be a great episode!

Tune in this Sunday 6 September at 7pm on BBC One.

You may have seen film crews around the area over the past few weeks…

Well, now we can reveal what they were up to!

The BBC Countryfile team have been filming on the Holker Estate for a brand-new episode, airing this Sunday 6 September at 7pm on BBC One (then available on BBC iPlayer).

Tune in and keep an eye out for some familiar faces and locations when the episode hits your screens this weekend.

04/09/2026

Great to officially launch Cumbria Tourism’s new Coastal Programme and Whitehaven office yesterday.

Thank you to everyone who joined us at The Peddler to hear more about the five year programme, which will support businesses, skills, recruitment and promotion across Cumbria’s coast.

The programme is funded through Sellafield Ltd’s Decommissioning Nuclear Waste Partnership and will help strengthen the visitor economy in West Cumbria, with continued development of the Cumbria Coastal Route at its heart.

Our new base at The Bus Station in Whitehaven will give Cumbria Tourism a stronger local presence, helping us work more closely with businesses and partners along the coast.

Read more here: https://www.cumbriatourism.org/new-west-cumbrian-base-for-cumbria-tourism-as-exciting-new-coastal-programme-officially-launches/

03/09/2026

We’re at Kendal College's Freshers Fair today, chatting to students about opportunities in Cumbria’s visitor economy.

Come and speak to us about work experience, the Tourism Talent Fund and MyCumbria, and find out more about the different ways to get involved with tourism and hospitality across the county.

02/09/2026

How can Cumbria Tourism help you?

The top ten benefits of Cumbria Tourism membership. From marketing and networking to workforce activity and training, hear from our team on why you should be getting involved. Find out more at www.cumbriatourism.org