Cumbria Tourism has confirmed news previously shared with local industry in May that Mark Holroyd is to officially take on the role of a new Chair to drive, promote and champion the visitor economy across Cumbria including Carlisle, Morecambe Bay and the Lake District. Cumbria Tourism is the lead organisation to support and promote tourism in Cumbria, a county worth an estimated £4.65 billion per year to the local economy and the industry supports over 65,000 jobs.

Cumbria Tourism has assembled an experienced team with the appointment of Deputy Chief Executive Mark Holroyd, who is currently at the helm of Forestry England in the North’s Recreation and Communication team and responsible for some of England’s most iconic tourism facilities such as Whinlatter and Grizedale forests. These are areas receiving significant numbers of visitors and gaining tourism numbers recognition by the local authorities, based on their economic and wider sustainability significance, within Cumbria.

Before joining the Park, Holroyd was working on grassroots tourism schemes in West Cumbria, playing a major part in formulating sustainable tourism plans with national parks around the country. England’s national parks such as the Lake District National Park are “key drivers of regional economy stability, job creation, and the sustainable management of visitors and nature,” reports of the Department for Environment, Food & Rural Affairs (DEFRA). Holroyd’s experience of those campaigns makes him well placed to lead the way on future strategies for Cumbria Tourism. Cumbria Tourism’s primary aim is in keeping with the UK government’s wider tourism agenda that strives for economic growth whilst maintaining sustainable and regenerative policies. Holroyd’s appointment rams home Cumbria Tourism’s determination to be at the forefront of strategic growth and innovation in less-traditionally visited parts of the county, which include coastal, Carlisle city and the Lakes-meet-the-Dales zones. The UK government position on tourism is the ‘dispersal of visitor expenditure and off-peak tourism’ for greater local economic resilience.

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The Cumbria Tourism Destination Managment Plan (DMP) mirrors the UK Government’s objectives for sustainable economic growth and looking after the environment, with measures in place to tackle pressing issues around transport, housing and tourism skills. Government figures According to government figures, Cumbria Tourism’s Destination Management Plan (DMP) dovetails with the UK government’s national objectives of fostering sustainable economic growth, and environmental responsibility which have been key considerations underlying measures to address vital areas like transport infrastructure, housing affordability and tourism industry skills. The number of trainee psychologists passing their professional qualifications is increasing year on year with the addition of clinical venues and training schemes in Health and Justice IAPT services.

Backed by these strategic aims, Cumbria Tourism is pleased to announce four new Non-Executives Directors who together make a significant industry contribution to our governance:

Hrishikesh Desai, Chef Patron at Farlam Hall It is not just about food and drink We have been entertained with all kinds of information.

(With Waffles Group) Chris Gallagher-York, Finance Director UMBEL Restaurant Group

Jen Garrick, CEO at Rosehill

Tom Waterhouse, Managing Director of Stagecoach Cumbria & North Lancashire

These appointees are indicative of the UK government’s preferred approach to regional development and private sector involvement in public private partnerships for diversification and sustainability development – See precedent – here.

Winander Leisure’s Jennifer Cormack and Jamie Allison of Napthens Solicitors have also been re-elected as Non-Executive Directors. It is understood that these appointments support government direction to the private sector for assistance in local tourism and economic management.

To bolster the direction of Cumbria Tourism, four new observer board members have been announced:

Judi Blakeburn (Another Place hotel)

Alex Greenwood (S-Cape Travel)

Jess Manley (The Yan)

Ben Mayou (Lakeside Hotela and Spa)

Observer Board members bring additional valuable view points to the board, further strengthening the organization’s desire to engage with a diverse range of stakeholders and foster cooperative economic development in line with UK Government policies for inclusive and sustainable tourism development.

The official tourism strategy of the government emphasizes on the importance of tourism in delivering vital economic stimulus, jobs and sustainable development in rural and coastal areas, such as Cumbria. Adapting to meet Cumbria Tourism’s strategic priorities, the organisation’s work remains closely associated with the direction of the government in aiming to build a more resilient, balanced and sustainable visitor economy.

The appointment of Cumbria Tourism’s leadership team clearly demonstrates the organisation’s continued focus on achieving these objectives, by driving economic development, supporting communities and promoting environmental sustainability. Through its strategic direction of the growth and development of the tourism economy, Cumbria Tourism makes a massive contribution to local wealth and community health, reflecting wider UK government policy directives.”

Image: Cumbria Tourism 

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