BY STAFF REPORTER

Published at 15:40, Wednesday, 11 August 2010

EXPERTS based at the University of Central Lancashire’s (UCLan) Westlakes campus have said the Cumbrian tourism industry could be a benchmark for sustainable tourism.

Industry leaders and support groups have raised concerns over the impact of tourism on Cumbria as approximately 15 million look to visit the region.

However, UCLan’s Applied Policy Science Unit has hailed the Cumbrian tourism industry as one of the leaders in the UK in relation to how the sector is managing environmental impact while still attracting visitors and generating income.

Rick Wylie, director of APSU at UCLan Westlakes, said: “We have to ensure the sector has a positive future and to do this we must manage the impact of tourism on the environment, ultimately securing the industry’s longevity and its ability to contribute to the regional economy.

“Real and tangible progress has been made over the last decade in understanding and responding to the sustainable agenda but there are improvements we can make that will make a difference. However, there is going to be a critical point in the next couple of years where sustainability becomes embraced and consolidated as a normal aspect of delivering – and enjoying – the visitor experience in Cumbria.

“We strongly believe that Cumbria can lead the UK in pioneering principles and delivery of sustainable tourism. Therefore, we can help shape the future of the tourism industry and be used as a benchmark for other UK regions.”

The strategy, Making the Dream a Reality, in Cumbria has provided 22,000 jobs (FTEs) and over £1.7bn of expenditure annually. It is thought the region attracts 15.3 million visitors each year. Between 2000 and 2008 tourism revenue has grown by 11 per cent.

Meanwhile a delegation of Cumbria Tourism officials met tourism minister John Penrose last week to outline the need for continued Government support to help promote the county to visitors.

Representatives from Cumbria Tourism and leading figures from tourism businesses met Mr Penrose during a tour of the newly-opened K Village in Kendal.

The already-planned visit coincided with news that Cumbria Tourism has been forced to begin a major restructuring of its staff and priorities, due to major question marks over future funding. It is taking action to reduce its numbers to prepare for the likelihood of a £1.3 million a year funding cut next year, which is more than half the annual budget used to promote the area.

This follows the Coalition Government asking Cumbria Tourism’s key funder – the Northwest Regional Development Agency – to find savings of £52 million.

At last week’s meeting, tourism leaders made the case that a successful tourism industry in Cumbria was pivotal to the county’s prosperity as it brings in £1.1 billion into the economy, employing over 35,000 people or one in seven jobs.

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