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Research Partners
We work with partners such as the Cumbria Economic Intelligence Partnership, the Lake District National Park Authority, the North West Development Agency, and tourism organisations in the North West and nationwide - to deliver partnership initiatives and strengthen our tourism intelligence.
Tourism Intelligence
Understanding our visitors, why they visit and what they do helps us develop and promote one of Britain's truly world-class destinations.
Understanding our tourism businesses, what they are offering and how business is going in this highly competitive environment helps us provide the appropriate support.
Research is key in achieving a continuously improving tourism destination that enhances visitor experience and keeps people coming back again and again. An evidence based approach is used to inform tourism management, development and marketing to help maximize resources. The research department delivers core research activity to provide tourism organisations, businesses, and other partners with vital market intelligence and up-to-date analysis of business performance and economic impact.
Customer Profiling Service
Harness the power of the postcode to better understand your customers. Behind each postcode is a household with different consumer types, different levels of disposable income, likes, dislikes and holidaying habits..more
Heads in Beds
Find out more about Cumbria Tourism's ongoing occupancy surveys covering the wide range of accommodation providers..more
Tracking Visitor Perceptions, Attitudes, and Behaviours
Understanding our visitors is key to developing and maintaining Cumbria the Lake District as a world class tourism destination..more
Assessing Business Performance
Cumbria Tourism monitors the confidence and performance levels of a wide range of businesses that make up the tourism sector in Cumbria..more
Download the latest research
Access the latest research reports from Cumbria Tourism using our online request form
Research for the Sector
Regular research undertaken by our research team includes:
- Monthly occupancy surveys
- Biannual industry-wide survey
- County wide visitor surveys
- Individual town benchmark surveys
- Event evaluation
- Data collection from tourist information centres and visitor attractions
- Annual tourism economic impact assessment
- Regular analysis of accommodation stock composition
During an average year we provide information and advice to more than 500 tourism businesses, consultants, local partners, and students.
To find out more about the research we undertake and what it is telling us please follow the link below. This includes Cumbria's tourism volume and value, accommodation stock, occupancy data, visitor attractions, and tourism business performance survey results. Find out more
Research for your business
Our customer profiling service has been helping businesses by allowing them to better understand their customers and how to market to them.
Cumbria Tourism has been using Experian's Mosaic classification system for several years to add consumer insight to its own research and marketing campaigns. With our in-house expertise these marketing tools have now been launched as a service available to tourism businesses across the county.
Segmentation - better understand your customers by identifying the main segments using the Mosaic classification
Positioning - develop compelling product offerings and marketing messaging that matches the profile of your target market
Targeting - identify and target only the potential customers that match your target market and target locations Find out more
