The Partnership's Plan - Lake District National Park

Underlining these five priority actions and this vision is a commitment to quality and
sustainability. The aspiration is to increase the volume of visitor trips from 15.3 million to 17
million in Cumbria. But the majority of this growth is expected in areas outside the National
Park, with the economic benefit to the Lake District coming from existing visitors staying longer
and spending more.
Recent successes include:
• During 2008-09 significant strides have been made to progress major signature
projects; there has been major investment and quality improvements in visitor
accommodation through the Tourism Connect programme and improved leisure
facilities in Grizedale and Whinlatter Forest Parks.
• The establishment, growth and recent reconstitution and branding of Nurture Lakeland
as a pioneer of visitor payback (formerly the Tourism and Conservation Partnership).
• In the public realm, we have seen improvements to Derwentwater foreshore and
Keswick Town Centre, and Windermere’s Crescent Road.
3.5.3 Opportunities
Tourism development in the Lake District must always ensure a balance between visitor
demands and sustaining the cultural landscape it ultimately trades upon. And it must benefit
the communities that host our visitors.
Most arrive by private vehicles but we want to increase opportunities for other practical and
enjoyable ways to travel around the National Park. We want to focus new tourism
development where there are well established sustainable transport options; thirteen rural
service centres are identified in the Local Development Framework with Ravenglass and
Pooley Bridge.
A world class experience for visitors means improving quality across all types and prices of
accommodation and facilities. The National Park must, however, remain accessible and
relevant to all in society. Not only must the high star rated hotels offer internationally
competitive experiences, other accommodation and facilities including guesthouses, camping
and caravan sites, should also offer high quality.
The Windermere Waterfront Programme is the most prominent regeneration project in the
Lake District and is a flagship for delivering a world class visitor experience in a cluster of
locations in the centre of the National Park. Delivery will ensure Lake Windermere is at the
heart of a destination providing a sustainable, world class visitor experience. The Waterfront
Programme presents a great chance through redevelopment and enhancement to build in
sustainability. This supports the notion that sustainable tourism through our built environment
and facilities can respect local cultural heritage while having minimal impact on the landscape.
The National Park’s distinct seasonal visitor pattern has changed in recent years with a trend
towards a lengthening season. Visitors increasingly take short breaks throughout the year.
This trend benefits employment and supports local businesses all year round. But we also
need to ensure there is not excessive use of sensitive areas or diminish the value of
tranquillity.
Targeted industry support ensures we meet expectations, compete with UK and global
destinations and play our part in tackling climate change. Nurture Lakeland, the Friends of the
Lake District and the National Trust’s Lake District Appeal offer visitor’s important ways to
contribute to conservation.
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