Mark Holroyd - Chair at Cumbria Tourism

Yeah, so I get that too, Jodie.

And I understand why people say that, but it's not really about having enough tourists.

It's about us getting the right visits spread better across the year and across the county, staying longer and importantly, doing more good and having more positive impact while they're here.

So Cumbria Tourism exists because our visitor economy is made up of thousands of individual businesses and organisations.

And on their own, none of them can do what we can do together.

So destinations don't promote themselves.

There's a ceiling to the impact that any one business can reach alone.

So we provide that coordinating role.

We give the industry a voice.

We bring people together.

around shared themes and priorities to try and grow the sector, make it more sustainable and we importantly give direct support to businesses through marketing activity and services through PR, through training, through projects that we deliver to help make our industry better.

and all of that is guided and steered by our destination management plan which we deliver with the industry and a whole range of public sector and private sector partners and that's all about driving sustainable growth so extending the season getting a better spread of visitors across the county encouraging people to travel and behave in ways that lessen their impact and making sure that the product offer that we have for visitors here is really high quality and genuinely accessible to more people.