A NEW county-wide destination management plan (DMP) has been unveiled, to help build a successful visitor economy for the future.

The aim is to ensure a joined-up approach for the whole of the county - supporting economic growth and the natural environment, and delivering benefits for local communities.

As one of VisitEngland’s first Local Visitor Economy Partnerships (LVEPs) nationally, Cumbria Tourism was tasked with leading the development of this collective plan – working closely with a wide range of stakeholders including businesses, local government, Cumbria LEP (CLEP), communities, transport providers and more.

The key objectives of Cumbria’s new Destination Management Plan focus on driving economic growth, supporting responsible and sustainable tourism, inclusivity and accessibility, and ensuring Cumbria has the infrastructure and support to deliver.

Many of the actions highlighted are already under way and resourced from existing budgets and plans. However, some important activities are not and the DMP will help lever external resources from outside Cumbria to make these a reality.

Chair of Cumbria Tourism, Dan Visser, said: “Cumbria’s new Destination Management Plan is a critically important strategic document for Cumbria.

"It is a collective, county-wide plan detailing shared priorities and resources to manage our world-class destination between now and the end of the decade.

“Together we have shaped an ambitious – but achievable – plan with defined roles and actions for organisations, businesses and individuals. 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: “We welcome the new Destination Management Plan and look forward to strengthening our relationship with Cumbria Tourism and other partners. 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.”

Angela Jones, director of thriving places at Westmorland and Furness Council, added: “The future of Westmorland and Furness depends on a diverse and sustainable economy which brings benefits to all. The visitor economy is integral to our ambition to make Westmorland and Furness a great place to live, work and thrive.

"This plan provides a huge opportunity to bring together public and private sector partners across Cumbria and ensure a joined-up approach.’’

See an overview of Cumbria’s new Destination Management Plan (DMP) at: www.cumbriatourism.org/dmp