By Victoria Brenan

Last updated at 12:50, Monday, 18 June 2012

Cumbria Tourism has been given a £70,000 boost to market arts and culture and encourage more overseas visitors.

The Grants for the Arts Award will be used on arts projects and culminate in what the organisation describes as a ‘showcase event.’

Details of the event are yet to be released but a spokesman for Cumbria Tourism said the money would be used to market ‘the very best of Cumbria’s cultural projects’ to more people.

Cumbria Tourism wants to target ‘high spending visitors,’ encourage more overnight stays in the county, and sees arts and culture as a key draw.

Jane Beardsworth, north west regional director of Arts Council England, said the Grants for the Arts scheme was investing National Lottery money into “the highest quality arts activity.”

“This project led by Cumbria Tourism will shine a light on the exciting work and activities of the arts and cultural organisations in the county,” she added.

“The Arts Council’s mission is to achieve great art for everyone and this programme will encourage even more visitors to Cumbria and will enable more people to experience and be inspired by the arts there.”

A spokesman for Cumbria Tourism said one of their key challenges was to convert day visits into overnight trips and marketing arts and culture was a “vital strand” of that strategy.

“This programme will focus on developing the reputation of the area as a destination to visit for its arts and culture offer, which in recent years has gained a significant reputation,” he said. “The marketing messages will encourage arts companies and tourism operators to develop packages for visitors, bringing together shows and events with accommodation, food and drink.

“In this way visitors will be encouraged to stay longer and spend more.”

Sandra Wood, Cumbria Tourism’s Cultural Tourism Project Manager, said they were delighted and that the money would allow them to reach more people and deliver a “very real longer term benefit” to the local economy.

First published at 11:30, Monday, 18 June 2012
Published by http://www.newsandstar.co.uk