Viewpoint The digital magazine of CUMBRIA TOURISM
Winter 2025
The Edge in Whitehaven is one of the exciting tourism developments planned for Cumbria in 2025
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
Cumbria on the silver screen
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.
Boosting the tourism workforce
Preparing for workplace legislation