The Olympics may have been good news for France but the sporting event combined with poor weather, financial uncertainty and the war in Ukraine have all conspired to detrimentally affect tourism in Cumbria according to one of the county’s business leaders.
Nigel Wilkinson the managing director of Windermere Lake Cruises, Cumbria’s largest visitor attraction, has been watching his fleet across the summer closely.
With 1.6 million passengers carried before Covid-19 he predicts the numbers carried are yet to recover to pre-pandemic levels.
“In 2023 we carried 1.3 million people but this year I think it will be fewer,” Nigel told Business Crack. “The weather hasn’t helped but the Euros and the Olympics will have attracted interest. There’s also a tightness around disposable income not helped by the message from central government that things will get worse before they get better.”
International tourism is also yet to recover. The Japanese market has been hindered by a no-fly zone over Russia since the outbreak of war in Ukraine adding time and cost to excursions from this traditionally loyal sector.
The company’s marketing manager was among a delegation from Cumbria about to return home after visiting Australia and New Zealand, identified as markets where new tourists may be encouraged to travel from.
As autumn approaches tourists closer to home are being encouraged to make use of a local resident’s discount card which offers a 50% discount on Windermere Lake Cruises and admission to the Lakeland Motor Museum from October 1 until the end of April next year.
The card, which is free, is available to anyone who lives in Cumbria and the Lancaster City Council district with postcodes starting with LA or CA can apply. Students at Lancaster University and University of Cumbria are also eligible.
Cumbria Tourism, which represents 4,500 business in the county, described the season as ‘mixed.’
“The weather of summer 2024 has played its part and it has been a mixed season overall for tourism in the county, with most sectors reporting business lower than we would have hoped,” Gill Haigh, Cumbria Tourism’s managing director, said.
“That said, the warm weather we have seen over the past few weeks of September is anticipated to have provided a much needed boost to our sector and we remain optimistic for a more positive end to the peak season.
“September is packed with great events including food and drink festivals and a programme of arts and cultural events from our indoor venues.
“Add to that our forthcoming season of autumnal events including the Dark Skies Festival, Halloween and then Christmas, I have every confidence that we can continue to encourage visitors to the county right through the colder months.”
