Activity tourism will be a focus in Cumbria as the region’s authorities confirmed an investment to become the ‘adventure capital of the UK’.
Cumbria Tourism is working alongside the Forestry Commission, Lake District National Park Authority and National Trust to develop a strategy that is developed on activities such as walking, cycling and water sports.
The programme aims to improve and add more outdoor activities and events across the county in a sector that already generates GBP330 million a year to the Cumbrian economy.
These already include the extension of the coastal path and a new cycle route in Eden, while money will also be put into mountain festivals and bids to host at least one new outdoor event annually.
“Cumbria and the Lake District already has an international reputation for breadth of its outdoor adventure offer linked to its rich cultural heritage. This includes the father of fell walking Alfred Wainwright, the world’s first and longest running challenge the Bob Graham Round, the birth place of modern rock climbing and the home of the largest mountain film festival in the World – Kendal Mountain Festival to name a few,” said Andrea Runkee, Cumbria Tourism’s Adventure Capital Project Manager.
“Wecan safely say that ‘Adventure Capital UK’ is now firmly recognised by consumers and visitors to Cumbria alike and it is now firmly embedded in the plans and strategies of a range of organisations and partnerships across the county, further helping to strengthen our desire to become the UK’s Adventure Capital by 2018,” she added.
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