Column by Cumbria Tourism:

AS BRITONS prepare for their 2021 staycations, the county’s official destination management organisation (DMO) is preparing to showcase Cumbria’s delights at key trade shows across the county, showing potential visitors just why the county is head and shoulders above the rest.

Forming part of Cumbria Tourism’s wider recovery marketing campaign, representatives will be attending both public and trade events, beginning with the Great Yorkshire Show in Harrogate this week. Joined by partner Northern Print Distribution (NPD) and business representatives from across the whole of the county, these events are the perfect opportunity to represent Cumbria, meet the public and help influence their future holiday plans.

“After so many months of closure, it’s fantastic to be getting back to what we do best - showcasing Cumbria as the perfect place to be to potential visitors up and down the country,” said Francine Bult, Cumbria Tourism marketing executive.

“With international travel off the cards for many this year, these shows are the ideal opportunity to highlight the attractions, restaurants, hotels and scenery of Cumbria to a brand-new audience desperate to make up for lost time.

"With so much to offer, we’re confident that by getting them to book just one trip we’ll be sparking a life-long love of Cumbria that will see them returning again and again to our fabulous county.

“The Covid-19 pandemic has brought challenges but also opportunities - Cumbria boasts many wide open spaces ideal for those looking to experience the great outdoors again after lockdown.”

Restrictions may be lessening, but Covid security is still a major factor for many when booking a break - and these events also offer the opportunity to reassure holidaymakers and share how businesses up and down the county are implementing procedures to safeguard their guests.

Cumbria Tourism representatives will be appearing at:

•Great Yorkshire Show (July 13 - 16)

•Royal Lancashire Show (July 30 - August 1)

•Cheshire Show (July 31)

•Westmorland County Show (September 8-9 )

There are also two international trade shows on the schedule: the British Tourism and Travel Show at the Birmingham's National Exhibition Centre over September 22-23 and the Group Travel and Leisure Show in Milton Keynes (October 7).

“Alongside providing a presence at these significant events, the real joy is the opportunity to make individual connections" said Ms Bult.

“There’s nobody better to answer questions on Cumbria’s tourism industry than those working in it and, no matter how many events we attend, I’m always pleasantly surprised by the conversations we have at every single one.

“Planning a holiday is such a personal decision, especially at the moment, and, whilst information is available to everyone at the touch of a button, there’s something personal about having a real-life conversation about their wants and needs.

"I feel a real sense of satisfaction seeing someone leave our stand excited to book their perfect staycation and I can’t wait to experience it again.”

Businesses interested in getting involved should call Cumbria Tourism on 01539 822 222 or email