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 will be refreshed annually.

The DMP has been prepared following consultation and discussions with a wide range of stakeholders and partners across Cumbria.

The DMP for 2009/10 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. It has been informed by the
Northwest Regional Economic Strategy [2006], the North West Regional Spatial Strategy [RSS] and the
Strategy for Tourism in England's Northwest [2007].

Cumbria Tourism Destination Management Plan, 2009-10 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