A NEW Lake District charity has launched to help ensure that the World Heritage Site is cared for by its visitors and communities.

The Lake District Foundation builds on the legacy of Nurture Lakeland, which supported conservation projects and promoted responsible tourism.

It was launched last week at a Low Wood Bay event and one of its key aims will be to increase visitor donations.

New director Sarah Swindley said: “It’s an exciting time for The Lake District. After being recognised globally by UNESCO we felt it was time to raise our organisation’s ambitions and increase the impact we have.

“Nurture Lakeland did some incredible work over the years and we’re now ready to push ourselves further, increase visitor giving and distribute the income into effective projects and extend the reach of our charitable campaigns.”

The charity will continue the work of Nurture Lakeland but also aims to broaden its reach to include fundraising and grant making in landscape, wildlife and cultural heritage.

The launch event was attended by donors, local businesses and beneficiaries of the charity and adventurer and author Sean Conway was introduced as official ambassador for the foundation.

As well as visitors, the Lake District Foundation also encourages tourism businesses to play their part in looking after the environment.

The foundation will distribute income to projects such as the Keswick to Threlkeld Multi User Trail and organisations like Fix the Fells.

Mr Conway said: "I moved to the Lake District for one reason; to do all the various activities that are my oxygen for life. Swimming, cycling, running, kayaking, the list goes on.

"It’s all on my doorstep and I love it. I really want to be able to help people make the most of this wonderful corner of Britain and preserve it for generations to come and that’s exactly what The Lake District Foundation does. It encourages the people using the landscape to look after it and to improve it for the future."