Research in Cumbria
Cumbria is far more dependent on tourism than most other parts of the UK. The county has a wide range of accommodation providers, visitor attractions, heritage sites and outdoor activities.
This presents a complex picture that needs to be monitored and evaluated to ensure the overall destination continues to deliver a compelling world-class visitor experience.
Cumbria Tourism undertakes a wide range of surveys and data collection activities across the county to monitor this complex picture.
Economic Impact of Tourism - Visitor Volume and Value 2011
Cumbria Tourism, along with a number of partners including some of the district councils, commission Global Tourism Solutions Ltd to estimate the economic impact of tourism in Cumbria. This is achieved through use of a model called STEAM (Scarborough Tourism Economic Activity Monitor). Through STEAM the county has a continuous tourism economic impact dataset from 2000 to 2011. STEAM uses locally-derived data from a variety of sources including tourist information centres, visitor attractions and events, accommodation bedstocks and occupancy rates. Data is analysed to produce estimates of the number of visitors, visitor days, employment supported by tourism, and revenue generated.
In 2011 Cumbria had 40.1 million visitors, made up of 35 million day trippers and 5.1 million overnight visitors. This brought in £2.2 billion to the region's economy and provided employment for 33,090 full time equivalent (FTE) posts. As many tourism jobs are actually part time, or seasonal, the total number of people in tourism jobs is estimated at 56,900.
The following table shows tourism revenue, tourist days, tourist numbers and tourism employment during 2011 for each of Cumbria's districts, and the county as a whole.
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Cumbria Tourism's Visitor and Business Research
Monthly occupancy surveys
- Around 500 participants
- Free benchmarking service for businesses
- Covers hotels, B&B's, self-catering, caravan and camping Find out more
- Bi-annual email surveys amongst tourism businesses
- To assess performance and factors affecting business Find out more
Visitor numbers monitor
- Top 20 visitor attractions (by visitor numbers)
- Windermere Lake Cruises, Rheged, and South Lakes Wild Animal Park were the top three in 2012
- Compare figures since 1990 Find out more
- County wide visitor surveys
- Individual town benchmark surveys
- International visitor surveys Find out more