Cumbria Tourism is this week launching the latest phase of its Recovery Marketing Campaign to champion the county’s tourism industry - with the focus firmly on the positive difference local people can make to supporting jobs, businesses and communities during the winter months.

Cumbria Tourism’s #theperfectplacetobe campaign was launched to help tourism and hospitality businesses affected by more than £1.7billion lost income following the impact of COVID-19.

With the Government’s latest lockdown requirements, the renewed ‘local’ messaging will be more important than ever to encourage residents to support local.

A wide range of marketing and PR activity is being developed to inspire residents across Cumbria to back their local businesses.

Cumbria Tourism’s ‘MyCumbria’ residents’ rewards scheme will be a vital part of the campaign, promoting offers and discounts on a wide range of products in the run-up to Christmas.

Gill Haigh, managing director of Cumbria Tourism, said: “Throughout the first lockdown Cumbrian residents rediscovered what was on their doorstep; going out for their daily exercise, exploring their local areas with fresh eyes and pulling together as communities to support and embrace their local businesses who diversified and changed their offers to deliver and service residents.

“Supporting local really is vital right now, and it’s something that will benefit the whole county.

We have so many first-class, locally run businesses and we’re encouraging people to make the most of that and throw their support behind our tourism industry when it needs them most.

“Each and every Cumbrian resident can make a difference. We are encouraging residents and businesses to ‘Make it a Cumbria Christmas’ this year. Whether it is ordering gifts online, buying vouchers for experiences and breaks to enjoy at a future date, or buying take away and essential goods, Cumbria has it covered.”

Cumbria Tourism’s campaign will run throughout the winter. The team is working closely with all six of Cumbria’s local authorities, as well as Cumbria Local Economic Partnership, to reinforce a collective #thinkcumbria message and bring the county together at this challenging time.