Destination Development
Destination Management Plan
The Destination Management Plan [DMP] is an action plan for the whole partnership of organisations involved in delivering the visitor experience in Cumbria [as distinct from the Business Plan of Cumbria Tourism]. It sets out at a strategic level the aspirations and key actions of all the stakeholders with responsibility for delivery, or interest in the visitor economy. It covers the three year period from April 2009 to the end of March 2012, and is refreshed annually.
The DMP has been prepared following consultation and discussions with a wide range of stakeholders and partners across Cumbria.
The DMP for 2010/11 has been developed and revised to reflect the priorities for the sub-region over the next three years and to respond to current issues and opportunities. The DMP brings together in one place all the key actions for the visitor economy in the sub-region and, as such, is closely aligned with the Cumbria Sub Regional Action Plan for 2009-12.
Crucially, the Plan seeks to reflect the priorities of the four new Delivery Boards in the county:
• Britain's Energy Coast, West Cumbria
• Carlisle Renaissance
• Barrow Regeneration
• Eden and South Lakeland Delivery Board
[Who collectively will be key partners in co-ordinating delivery in their respective areas].
Cumbria Tourism Destination Management Plan, 2010-11
download full document
read executive summary
Clusters
Cumbria Tourism is committed to working with and developing key Visitor Economy Clusters in Cumbria, across a range of geographical or sectoral themes and with a variety of public and private sector partners, including:
- Tourism & Conservation Partnership ~ promoting sustainable tourism and conservation through practical action and sponsorship
- Adventure Capital ~ working with the Outdoor Industry Working Group to market and promote, raise quality and increase the opportunities for sport, outdoor recreation and active leisure
- Japan Forum ~ targeted campaigns to attract the Japanese group travel market, in conjunction with visitor attractions, accommodation providers, tourism operators and transport providers
- Kendal, Windermere & South Lakes Tourism Action Group ~ marketing, product development and improving the quality of the tourism offer in the local area
- Western Lake District Tourism Partnership ~ raising the profile and promoting the Western Lakes and Cumbrian coast as a visitor destination
- Coniston Association ~ focussing on festivals and events and marketing of Coniston's visitor attractions
- Cumbria Conference Group ~ dedicated to promotion of Cumbria for Business Tourism, providing networking opportunities for conference venues and attractions and joint marketing
- Ullswater Tourism Association ~ localised marketing and events promotion, working with accommodation providers and attractions around Ullswater
- Lake District Historic Houses & Gardens ~ themed marketing and joint promotion of Cumbria's rich heritage and historic gardens
