Showcasing Cumbria to the world at national trade events

As international travel restrictions continue to ease, the Cumbria Tourism team is out and about at key trade shows across the UK to showcase the whole of county to influential tour operators and travel trade planning future, COVID-safe, visits.

Key staff from the county’s official Destination Management Organisation (DMO) are this week attending the British Tourism and Travel Show (BBTS) on 22 and 23 September, ahead of the Group Leisure & Travel Show in Milton Keynes on 7 October.

Working in partnership with Northern Print Distribution (NPD), these two events follow on from a successful Cumbria Tourism appearance at the UKinbound Annual Convention just last week.

The events are a key part of Cumbria Tourism’s #theperfectplacetobe COVID-19 recovery marketing campaign, building on the momentum for summer staycations across the traditionally quieter winter months.

The British Tourism and Travel Show is the first major domestic tourism show to take place in more than 18 months. Meanwhile, the Group Travel and Leisure Show is widely seen as a ‘must-visit event to help the group travel and coach tourism market shape their schedules for the coming year.

Branded as ‘Visit Lake District, Cumbria’, the Cumbria Tourism team will be working alongside local tourism businesses to highlight exciting new products, as well as inspiring the county’s cultural heritage and stunning landscapes including its two UNESCO World Heritage Sites.

“After a year like no other it’s been fantastic to meet and engage with the public at events this summer, including the Great Yorkshire, Royal Lancashire and Westmorland Shows” says Sue Clarke, Cumbria Tourism’s Marketing Manager.

“Despite reports of a busy summer, 44% of those surveyed by Cumbria Tourism have reported that bookings are still down overall this year, with staffing issues, social distancing challenges and the spring lockdown all impacting on trade. As we look towards the shoulder season and into the New Year it’s clear that Cumbria’s visitor economy still needs help to support businesses and jobs as we rebuild confidence in group bookings and recover together.

“Now, with restrictions continuing to gradually ease, it’s important we revitalise our relationships with international and group travel trade operators as they look ahead to 2022 and beyond. Cumbria truly is a world-class destination, with something to offer almost every visitor, and we will be making the most of these opportunities to ensure our county is firmly on the map!

“Meeting and networking with key travel trade decision makers can make a real difference to the landscape of group travel, and the Cumbria Tourism team will be there to help shape it.”