Fresh push to lure more visitors to Morecambe Bay

MORE visitors are likely to be lured to Morecambe Bay in 2014 in a dedicated marketing push to attract tourists.

Day visitors, families, walkers and cyclists are being targeted in a campaign to encourage more people to visit what officials describe as the area’s natural beauty, open space and tranquillity.

A Morecambe Bay tourism ‘brand’ is being developed for the north Lancashire and south Cumbria coastline, with the hope it will be seen as ‘an inspiring day out in the outdoors and accessible to all’.

They hope to attract families and adults aged over 50 in the AB (middle class to upper middle class professionals) and C1 (lower middle) demographic.

The bay’s appeal is said to be its outstanding scenery and natural beauty, its everchanging views, culture, nature and wildlife, says a report to councillors.

Officials also hope to promote walking, kitesurfing, sailing, canoeing, fishing and cycling.

Among the organisations in the effort are district councils around the Bay in both Lancashire and Cumbria, Cumbria Tourism and Marketing Lancashire.

Barrow Borough Council is meeting on December 18 to consider adopting the brand for tourism promotion within the borough and is likely to contribute £1,000 towards the project.

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A report to councillors said: “Lancashire County Council and Lancaster City Council jointly commissioned a study by Cairn Consulting into tourism branding for the Lancaster District.

“This recommended a destination brand ‘Morecambe Bay’ which extends beyond the boundaries of the Lancashire district to include south Cumbria and destinations such as Carnforth, Heysham, Silverdale, Arnside, Grange, Ulverston, Barrow-in-Furness, Dalton-in-Furness and the islands of Barrow. Morecambe Bay is a unique landscape which has influenced the history and culture of its surroundings.”

The report suggests the council adopts the brand throughout its tourism promotions for the Barrow area and to support opportunities created by organisations like the Kendal- based Morecambe Bay Partnership.

The charity has recently secured more than £3.5 million of external investment and plans to secure £10 million in the next 10 years with projects including the Bay Cycle Way.

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