TOURISM firms are being urged to join forces to help spread the mesage that – despite the floods – Cumbria is still open for business.

Cumbria Tourism research has revealed 70 per cent of tourism businesses believe they have been adversely affected by the flooding. More than a third of them have had cancellations.

Paul Kleian, marketing manager at the Wordsworth Trust – which operates the poet’s former home at Grasmere’s Dove Cottage – said something needed to be done to combat potentially damaging images of the floods seen on national media, which had created a ‘false impression’.

“We have been speaking to tour operators, who are a staple we can depend on for a certain amount of revenue,” he said. “We have been having questions like ‘are the roads going to be open by Easter 2010?’ The perception is that the whole region is devastated - the fact is that in the south, and even central Lakes, the roads were only closed for one or two days.”

The Lakes Hospitality Association has called for a £30 marketing war chest from central government to promote Cumbria, but Mr Kleian said it would be better if tourism businesses took their own action.

He would like all tourism-related firms to become members of Cumbria Tourism to give the organ-isation more resources to market the county.

“You could wait 20 years for the Government to do anything. At the end of the day it is us, as businesses, who are getting the benefit.”

His call was backed by South Lakeland District Council’s economic portfolio holder Graham Vincent. “We could all sit back and wait for government funding, but it may not arrive,” he said. Ian Stephens, chief exec-utive of Cumbria Tourism, said: “This is the time for all businesses dependent on visitors’ spending to pull together to market the area – from accommodation prov-iders to attractions, and especially our retailers who will certainly experience a knock-on effect on trade should people decide to cancel their trips.

“At the moment, the greatest issue is about being able to get clear, positive messages out to encourage people to visit Cumbria.”

Cumbria Tourism has set up an information hotline on 01539-825070 to reassure and inform visitors. It received more than 150 calls on its first two days.

A Christmas campaign has also been launched to encourage retailers and hoteliers in the county to offer special discounts.