FOLLOWING a challenging year for the visitor economy, Cumbria Tourism is calling on tourism and hospitality businesses to help gather vital feedback about visitors’ profiles, attitudes and experiences in 2021.

With many people - both new and returning - enjoying the county’s open spaces, food and drink, accommodation and attractions, the county’s official Destination Management Organisation (DMO) is working with the Lake District National Park and the Lake District Foundation to analyse visitors’ backgrounds, interests, priorities and future plans.

Despite reports of a busy ‘staycation summer’ many businesses are yet to fully recover from months of closure.

The latest data from Cumbria Tourism’s business tracker survey shows that 44% of those asked report booking levels down as a whole over 2021, with a fifth noting this as significantly so.

The data collected through this survey will help inform Cumbria Tourism’s strategy into 2022 and beyond, benefitting local businesses, jobs and communities.

To collect this data, a simple online survey has been created to collect the information, and Cumbria Tourism is asking the county’s business community to help spread the word by asking their customers to take just a few minutes to complete.

With the chance to win an exclusive Lake District experience it is hoped that the campaign will see a strong response and generate vital information for the tourism industry for the coming months.

Cumbria Tourism has also created free resources, including email, social media assets as well as imagery and printable posters, to help spread the word.

“Research is vital to help us understand our visitors and ensure we continue to provide a relevant and engaging visitor economy” says Gill Haigh, Cumbria Tourism MD.

“The knock-on effects of the Coronavirus pandemic encouraged many to explore the huge array of experiences right here on their doorstep and we’re keen to learn more about who visited, where they explored and how Cumbria can better service their needs in order to encourage repeat visits and help the sector bounce back.”

2021 has not been without its challenges, and Cumbria Tourism has been a key part of countywide strategies to manage visitors by encouraging them to plan ahead and find quieter areas to explore, as well as exploring off the beaten track to discover the delights of the Cumbrian coast, Carlisle and Hadrian’s Wall, Morecambe Bay and the Eden Valley.

Results from the survey will not only help identify where this strategy has succeeded and needs further attention, but also highlight where visitors are seeking information, helping Cumbria Tourism plan future communication strategies.

“The way people plan their holidays is changing rapidly” continues Gill Haigh “Alongside traditional platforms many are now researching and booking their stays through new avenues.

“If you own or manage a tourism business within the county then a short message to your guests or social media post can make a huge difference.”

The visitor survey is available at, with free promotional resources available at