Cumbria Tourism's head of operations Richard Greenwood praises the rising investment by the county's private tourist businesses - but laments the lack of public investment

LAST week, I went to see the fabulous refurbishment of the Belsfield Hotel in Bowness which has now been transformed into the UK's second Laura Ashley Hotel.

This investment is another positive sign of the confidence of the tourism industry here in the Lake District. Last year the tourism industry in Cumbria was worth over £2.2billion and we saw year on year growth rates of 7-8 per cent. This year, we have seen further increases in occupancy levels across the hotel, self-catering and caravan/camping sectors and although some indoor attractions may have seen a dip in numbers, we believe that 2014 has been the best year for the industry since the mid 2000s. Cumbria Tourism’s Business Performance surveys over the last six months have seen a marked increase in reported profits and similar growth in business confidence.

The Belsfield is not the only business raising its game. The Lake District has seen significant investment - particularly from the quality end of the market - to raise standards, increase the wow factor and create distinctive places to stay. Just looking around Windermere the level of investment is impressive - Storrs Hall, The Samling, Low Wood, Lakeside, The Swan, Linthwaite House, Hollbeck Ghyll, Gilpin Lodge, Wild Boar, YHA Ambleside, The Ryebeck and Windermere Marina to name but a few.

Then there are new attractions such as The Lakeland Motor Museum, Treetop Trek and Nets, Wray Castle. Windermere is now a very different place and will surprise many of those who were predicting doom and gloom for the local economy 10 years ago with the introduction of the 10mph speed limit. We can pretty much guarantee that these same businesses will continue to invest and refresh their offer - pushing up their occupancy and turnover year on year. They recognise that standards and expectations are rising and that investment, competitive pricing and high service standards are vital to stay ahead of the growing competition- home and abroad.

Of course, in the Lake District we have one of the best known and loved destinations and one of the strongest UK brands, which undoubtedly helps, but there is no room for complacency. Look at the decline in many of the UK's seaside resorts.

What is worrying is the lack of complementary public investment which is going into the public realm in and around the national park and other parts of Cumbria. Roads are deteriorating, signage is tired, toilets are closing, parks and gardens are increasingly shabby and the only new street furniture will be the machines which take money for on-street parking.

The most successful destinations are those in which the public and private sectors are working closely together- looking after the basics such as transport connections, visitor information, clean and tidy town centres and welcoming car parks with charges which don’t make you wince. At the same time it’s for the private sector to make sure that the accommodation and the food and drink offer is great and the visitor experiences are memorable - for the all the right reasons.

The Glebe on the shores of Windermere is a unique site where over the next few years we need to invest time and resources to create a visitor destination which is worthy of its situation at the heart of the national park. At the moment it is a far cry from the world class showcase for the Lake District that it should be.

But let me end on a positive note. There is a good deal more in the pipeline for visitors (and businesses) to get excited about in and around Windermere. Work has started on the new Steamboat Museum; the National Park Visitor Centre at Brockhole has ambitious plans for a water sports lagoon and new visitor facilities; English Lakes Hotels will soon be building a new Convention Centre at Low Wood Bay; the National Trust has exciting proposals for Fell Foot Country Park; YMCA will be redeveloping accommodation and training facilities on the western shore; South Lakeland District Council has ambitious ideas for Waterhead and Ferry Nab; cycle routes are being built and new jetties are springing up around the lakeshore ; there is even talk of a cable-car link up to Hill Top and Hawkshead - all very exciting!

Windermere has all the attributes to become a genuinely world class destination at the heart of a World Heritage Site – if the national park is designated such by UNESCO in 2017. Over the last decade the tourism industry in The Lake District has demonstrated that it can adapt to changing economic circumstances and compete with heavily promoted destinations elsewhere in the UK and overseas. What is less clear is whether our public sector partners are willing to step up to the plate and maintain the basic infrastructure and facilities which are such a vital part of the visitor experience.