A new managing director has taken up the hot seat of helping steer Cumbria’s £2.72 billion tourism sector – and has set her sights on conquering new global markets.

Gill Haigh took up the role at the county’s official tourism destination marketing organisation, Cumbria Tourism on Monday (September 18).

She said a top priority would be drawing on the kudos of having two World Heritage Sites in the county to reach new and emerging markets both domestically and internationally.

Cumbria welcomed more than 45 million visitors during 2016. The tourism sector supports around 63,000 jobs.

Mrs Haigh – who has joined from the University of Cumbria, where she was Director of Marketing and Recruitment – said: “I’m proud to be taking up this new role at one of the leading destination marketing organisations nationally.

“Potential visitors have ever more choice about where to spend their time and money, but there are many opportunities too.

“That is why it’s so important that Cumbria Tourism continues to deliver on its incredible track record of attracting visitors to the county and supporting businesses through its range of digital, marketing, research and PR support services.”

In addition to reaching new markets, Mrs Haigh said working with business to secure infrastructure investment was also high on the agenda.

“I will be getting out across the county in the coming weeks to meet with Cumbria Tourism members and to listen to their views,” she said.

“I am looking forward to working with a range of businesses and other strategic partners to help devise new ways not just to attract visitors, but to encourage them to stay longer, explore more and increase their spend.

“It is also essential that the organisation continues to work together with the industry to influence key policy-makers and ensure that regional and national decision-making and infrastructure supports the needs of our £2.72billion visitor sector.”

Mrs Haigh has clocked up more than 25 years in marketing and communications roles across the public and private sector having started her career as a journalist. Previous roles have included heading up the destination marketing and tourism services for Lancaster City Council and a four-year stint as North West Public Relations Manager for the National Farmers’ Union.

She lives near Kirkby Lonsdale with her husband and two children.