Next phase of Adventure Capital vision launched in Cumbria

Organisers attending the launch event at the Blencathra Centre near Keswick included the Forestry Commission, the Lake District National Park Authority and the National Trust alongside a number of key outdoor industry businesses.

The new action plan builds on the Adventure Capital Strategy prepared earlier in the year and focuses on the key markets of walking, cycling and water sports. It sets out an ambitious programme to improve and extend the range of family friendly activities and events across the county outlining the next steps in Cumbria’s vision to be recognised as the UK’s Adventure Capital by 2018.

Cumbria Tourism says the county's outdoor industry generates in the region of £330m annually for Cumbrian economy. It has the highest concentration of outdoor retailers in Europe generating around £80m in revenue and at least 17 outdoor equipment and clothing brands have offices and distribution networks in the area.

Andrea Runkee, Cumbria Tourism’s Adventure Capital project manager, said: ‘’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.

 ‘’We can 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.’’

For more information about Cumbria, the UK’s Adventure Capital, please visit www.golakes.co.uk/adventure-capital to find out more about the Lake District, Cumbria, please visit www.GoLakes.co.uk