Cumbria Coastal Route Viability Study Final Report Evidence Base Appendix
Expansion of the Cumbria Coastal Route
Viability Study Report Appendix: Evidence Base Summary
Prepared for Cumbria Tourism
February 2025
Expansion of the Cumbria Coastal Route: Viability Study Report: Evidence Base Summary
Title Here
Report completed/submitted by:
Proof check completed by: Harry Gover
Date: 12 February 2025
Report reviewed by:
Sheona Southern and Lauren Newby
Date: 12 February 2025
Sheona Southern, Lauren Newby, Richard Weaver, Chris Fox, Olivia Wilson, Amarilis Herrera and Harry Gover
1 Introduction and approach
Purpose of this report
This Evidence Base Report presents findings of desk research, policy review, product audit, stakeholder engagement and case studies. The Evidence Base will be an appendix to the CCR Viability Report and will inform tasks including development of a scoring framework to assess opportunities and providing recommendations for Cumbria Coastal Route (CCR) to attract visitors and drive regeneration.
Introduction
CCR Developing and expanding the CCR is a key strategic objective included in Cumbria’s Destination Management Plan (DMP)1, Cumbria Tourism is Cumbria’s Local Visitor Economy Partnership (LVEP) and developed the DMP in partnership with key stakeholders and partners. The plan includes an action to further develop CCR and associated attractions, including upgrading and completing the King Charles III Coastal Path, and developing the Cumbria Motorhome strategy to support access and capitalise on the motorhome holiday market. This aims to increase benefits for areas less visited in Cumbria, and in particular outside the peak summer months.
The CCR was launched in 2020 to target the motorhome, campervan and caravan market, which had increased in popularity since COVID, and attract them out of the core tourism area of the Central Lake District to explore some of the region’s hidden gems. The five stages of the CCR takes visitors on a journey from Arnside through Morecambe Bay up the Cumbrian coastline to Solway and the city of Carlisle. In 2023 two additional loops were added to the route to help motorhome and campervan owners explore a little further inland: from Carlisle into Hadrian’s Wall Country and from Penrith to Alston and the North Pennines. There are also plans for another loop to incorporate part of the Yorkshire Dales and Southern Lake District.
The future ambition for the CCR is to develop and position it alongside other, similar long-distance touring routes – such as: the Wild Atlantic Way2 in Ireland, a 1,600 km route across Ireland divided into 14 stages; the North Coast 500 (NC500) in Scotland, a 500 mile route around the North of Scotland; and international scenic touring routes such as the Hardanger Scenic Route3 in Western Norway.
Study objectives
There are a number of objectives that Cumbria Tourism wishes to pursue:
• Tapping into the growing market for touring routes by enhancing the CCR, which was extended and rebranded as part of the Year of the Coast 2023 to inspire motorhome and campervan owners to explore some of the region’s hidden gems.
• Developing a multi-faceted tourist attraction outside of the ‘core’ visitor area of Cumbria (i.e. the Lake District), that seeks to maximise the potential of less-visited parts of the region.
• Shifting the lens of the visitor economy, so that the peripheral, exterior parts of Cumbria benefit from Cumbria’s visitor economy.
• Helping to reduce the density of particular visitor segments (e.g. campervans) out of the central Lake District, whilst still enabling visitors to access attractions as well as others on the CCR.
• Engaging communities to benefit from growth opportunities and enhance their pride in place, and stimulate interest in participating in a strategically important sector for Cumbria.
Aims of the viability study
Cumbria Tourism (CT), Cumberland Council (CC) and Westmorland and Furness Council (WFC) commissioned GC Insight to undertake a viability study, exploring and testing potential opportunities to develop and expand the CCR, positioning it as a multi user tourism ‘route’ of national and international significance and appeal, in turn supporting incremental economic growth along the coast and less well known parts of the county.
This study aims to explore and test opportunities to develop and expand the CCR, so that its potential as a key component of sustainable tourism in Cumbria can be maximised. The study must demonstrate the extent to which the CCR can be positioned as a multi-user tourism ‘route’ both nationally and internationally, so that the CCR is able to compete amongst a growing number of scenic touring routes, and thus contribute to stimulating tourism-related economic growth on Cumbria’s coastline, and in less frequented parts of the county. By comparison, the NC500 has boosted the Highlands economy by over £20 million per year4, and tourism revenue on the Wild Atlantic Way has increased by 58% to €3billion per year in the 10 years to 2023.5
Study approach
The approach to the study is outlined in Figure 1.1 across six stages and this Evidence Base Summary Report covers finding from the first 4 stages:
Stakeholder consultation was an important consideration for this study to ensure that views of all stakeholders were taken into account. Consultation methodology included 121 interviews, in-person
workshops organised geographically to maximise participation, and a wider stakeholder survey distributed to a range of strategic partners and stakeholder channels across Cumbria.
Remainder of the report
The remainder of this report is structured as follows:
• Chapter 2 provides an overview of the wider policy and strategic context to the CCR.
• Chapter 3 provides an overview of the baseline position of the visitor economy in Cumbria including visitor value and volume, spend breakdown, visitor profile, key attraction footfall, bed stock and occupancy rates.
• Chapter 4 provides travel mode, visitor thematic and product assessments for the whole CCR Key drivers and trends are also provided for the main travel modes, outlined in Table 1.1:
Table 1.1: Key travel modes and visitor themes
Key Travel Modes Key Visitor Themes
Road (cars/motorhomes & campervans)
Active Travel (biking/walking)
Public Transport (trains/buses)
Outdoor and adventure
Food and drink
Culture and heritage
Health & Wellbeing (incl. nature, slow experiences)
An assessment of Cumbria’s four key themes listed above, against the six essential visitor products/assets (accommodation, attractions, designations, visitor experiences, active travel routes and visitor services) is outlined along with conclusions. An assessment of the opportunities and challenges of the key travel modes across the route is also provided. The chapter concludes with implications for the development of CCR and a list of potential opportunities.
• Chapter 5 provides an assessment of visitor products/assets and travel mode for each of the five stages of the CCR, concluding with implications and a list of potential opportunities for the development of each stage of CCR
• Chapter 6 highlights key aspects of two comparable tourist routes in Europe – the Wild Atlantic Way in Ireland and the Hardanger Scenic Route in Norway - along with a summary of critical success factors that offer valuable insights for the CCR
• Chapter 7 presents the overall challenges and opportunities included in a SWOT, considering findings from the desk research, the survey, 121 consultations and workshops and provides reflection and conclusions of these along with the key themes and opportunities highlighted in chapters 5 and 6.
• Chapter 8 presents key findings and conclusions including recommendations for key themes and a list of potential development opportunities that will be assessed against a scoping framework in the next stage of the study.
2 Policy context
Introduction
This chapter provides the policy and strategic context to the CCR. There is an array of regional policies in Cumbria which directly and indirectly support the route through infrastructural improvements and funding for example. There also exist multiple national strategies and initiatives targeted at supporting the entire tourism industry, and funding for local projects to recover from the pandemic. This chapter provides an overview of the CCR, the route it takes and key assets to tourism, as well as future plans for development and expansion including improving access to the route for a greater range of road users.
Strategic context
2.1: Local and national policy context
Figure
Regional strategic context
A Destination Management Plan for Cumbria (DMP): 2024 to 20306, published in 2024, replaces Cumbria’s previous Tourism Strategy and is the plan to develop tourism in Cumbria, establishing a holistic approach including public and private sector partners, and taking advantage of the economic benefits of this. Key priorities of the plan include visitor dispersal in order to reduce pressure on tourism hotspots and share the economic benefits across Cumbria, improving the visitor experience, and delivering employment opportunities in a sustainable and environmentally responsible way. The plan also has specific objectives to further develop the CCR, including improving public transport such as rail lines along the trail, and improving access to more people through the development of the Cumbria Motorhome Strategy. There are other coastal routes within the plan including the King Charles III Coastal Path which will also be developed.
The Cumbria Coastal Strategy, published by the former Cumbria County Council in collaboration with the Cumbria Coast Protection Authorities and the Environment Agency aims to manage risks to the Cumbria coastline over the next century such as coastal erosion.7 This divides the Cumbria coastline into 25 separate policy units allowing these to be managed independently, accounting for the main threats to each. There are several ‘priority units’ running along the CCR route which are defined as having key assets at risk of coastal flooding or erosion, have had the current shoreline plan of the area questioned, or where there are opportunities to improve the environment and bring benefits to an area. Many of these policy units along the CCR have recommendations to reduce the risk to assets, including rock piling to prevent coastal erosion, and realignment to reduce the risk of coastal flooding. This strategy is in line with the key principles of the Cumbria Destination Management Plan regarding ensuring coastal tourism in the area is sustainable and environmentally responsible.
Cumbria Transport Infrastructure Plan 2022-2037, published in 2021, was created by Cumbria County Council, and Cumbria Local Enterprise Partnership to set the policy framework for transport over the 15 year period, with a view to boosting sustainable and inclusive growth.8 The three underlying objectives of the plan are to create: a clean and healthy Cumbria, where active travel and digital infrastructure promote inclusive economic growth and positive health outcomes for residents; a connected Cumbria, where improved transport links promote opportunities for businesses and communities; and community Cumbria, where integrated, safe and affordable transport improves social inclusion. Cooperation between relevant organisations of the plan will see improved connection of all areas of Cumbria to each other and the rest of the UK, improving access to the CCR, and potentially increasing tourism.
Cumbria Tourism Strategy 2020-2025, published in 2019, is Cumbria Tourism’s plan to improve the visitor economy in Cumbria, ensuring all Cumbria Tourism member organisations have their needs addressed. Cumbria Tourism have a particular focus on the destination marketing of the region, with target groups, and markets prioritised for commercial opportunities. This also targets sustainable and inclusive tourism for the region, promoting local products and services, and supporting local businesses to grow and develop. This has now been superseded by the Cumbria DMP.
The Lake District National Park Partnership’s Management Plan 2020-2025, published in 2021, is the Park Partnership’s plan to manage and develop the national part over the five year period.9 This aims to ensure sustainable and environmentally responsible management of the land and the resources in the
lake district such as the freshwater and mineral deposits. The key plan objective to the CCR is their commitment to an effective and integrated transport infrastructure supporting low carbon travel options. This recognises the required development of rail travel throughout Cumbria and the delivery of infrastructure to facilitate low, and zero carbon travel such as walking and cycle routes around the area.
National strategy
The Tourism Recovery Plan, published in 2021, is the UK Government’s plan to support the UK tourism industry to return to pre-pandemic levels of growth. This recognises the significant economic benefits which tourism brings to the UK economy, and also that the sector is unlikely to return to pre-pandemic levels of expenditure until 2025, without intervention. Key targets of the plan are to increase tourism into the UK, improve the resilience of the tourism industry, and ensure local and regional growth and benefits from tourism. The UK Government will support cross departmental collaboration through the plan in order to provide holistic and localised support, for example by improving the railways and other public transport systems in coastal areas such as Cumbria. The plan provides a range of funding packages including a £56 million Welcome Back package to provide the safe return of shoppers, tourists, events and festivals, and has additional funding targeted specifically at coastal tourism destinations. In addition to the financial support, there is support and advice for owners and operators of beach, countryside and coastal destinations on how to restart operations following the pandemic.
The Coastal Communities Fund is a UK Government initiative to support coastal communities who are historically reliant on industries such as fishing, and have commonly seen a decline since the 20th century similar to that experienced by many cities through de-industrialisation.10 Since 2012, the CCF has offered around £229 million in 396 projects UK-wide to support job creation and wider economic regeneration. Examples include £800,000 for the Cleveland Ironstone Mining Museum which supported improvements to the building and exhibition space and allowed this to be made more accessible to a wider audience and has allowed for year-round opening.
The Cumbria Coastal Route
Current status
The Cumbria Coastal Route (CCR) is a 200-mile route stretching from Morecambe Bay in the south of Cumbria, along the coast up to the Soloway Firth in the north of Cumbria. This is primarily used by motorhomes and campers, but is accessible for any vehicle, as well as cyclists and pedestrians.
The route is split into five sections which can be completed independently and incorporates towns including Barrow, Ravenglass, Workington, and Wigton, and navigates around the Lake District National Park. The five sections that were initially launched are as follows:
1. Morecambe Bay – the Foodie Peninsula
2. Furness Peninsula and Island Hopping
3. Haverigg to Seascale – where the Lakes meet the Sea
4. Seascale to Maryport – the Nordic Coast
5. Maryport to Carlisle – Solway Coast to City Stay
Cumbria Tourism currently have plans to promote and widen the appeal of the route for different modes of transport and target audiences. One key objective of this is to encourage tourists to explore outside of the traditional boundaries of the Lake District National Park and explore some of the more hidden attractions in Cumbria. This supports the aim of dispersing the focus of tourism impacts both to reduce the strain of potential over tourism on hotspots, and to encourage spillage of economic impacts into other areas of Cumbria to ensure all communities benefit from the visitor economy.
Figure 2.1: Cumbria Coastal Route Map
As well as expanding the route and working with strategic partners to help secure infrastructure improvements, Cumbria Tourism also plan to make this available to a greater audience of users. Research from other routes in the UK indicates that a primary marketing focus towards a driving audience can deter other users such as cyclists and pedestrians from using the route, despite it being open to all.
Rail Improvements
There is also a focus on improving access to train travellers, with several train lines across the region targeted for improvements through the Cumbria Transport Infrastructure Plan including:
• Cumbrian Coast Line – capacity and line speed improvements to support business and freight demand and to provide increased access to opportunities.
• Lakes Line – capacity and connectivity improvements to support access for communities and the visitor economy.
• Furness Line – line speed and capacity improvements to enhance local connectivity and access key business centres.
• Tyne Valley Line – line speed improvements to support interaction and agglomeration between Cumbria and the North East and to deliver greater network resilience.
• West Coast Main Line – capacity improvements to ensure that a wide range of services will be able to utilise the line and to support strategic links to Manchester, London and Central Scotland.
• Borders Railway – a new link connecting Carlisle and Tweedbank enabling communities to effectively access opportunities in Carlisle and Edinburgh while increasing resilience of the rail network.
• Settle Line – improved service frequency and reliability including opportunities for new direct links between Glasgow and Leeds via Carlisle.
Implications arising for the development of the CCR
The prevailing policy environment illustrates the importance of pandemic recovery, sustainable tourism, and the need to spread the benefits (and impacts) of tourism across Cumbria. The CCR initiative responds to these policy imperatives and provides an opportunity to facilitate sustainable and equitable economic growth. Development of the CCR will support modal shift by visitors through improved public transport links and increased options for active travel. This will require infrastructure investment alongside wayfinding, promotion and flexible ticketing to encourage people to explore by non-car-based means. The Viability Report can support effective case making for investment in the route.
3 The visitor economy in Cumbria: an overview
Introduction
Tourism has a significant economic impact in Cumbria, with tourism providing £4.6 billion in revenue in the Cumbrian economy in 2023.11 There are numerous assets and attractions across Cumbria which draw domestic and international tourism. This chapter provides an overview of the visitor economy in Cumbria, drawn from various data sources. These sources include visitor volume and revenue, and employment impacts by former local authority districts that made up the county of Cumbria prior to the establishment of the two current unitary authorities in 2023 – Cumberland and Westmorland and Furness. This chapter also analyses bed stock and occupancy rates for different types of tourism accommodation, before providing information on visitor profile, and attitudes from a 2022 Cumbria Tourism visitor survey. Additional information on the visitor economy in Cumbria is provided in Appendix A.1.
Table 3.1 represents the total tourism impacts in Cumbria in 2023, broken down by tourism spend, total number of visitors, total tourist days, and FTE employment in the tourism sector. The total value of tourism in Cumbria was £4.6 billion in 2023, with 42.2 million visitors, spread across 58.5 million tourist days (a unit of measurement which represents one tourist spending one entire day in one location). Total tourism employment in 2023 was 45,900 which represents almost one fifth (19%) of total employment in Cumbria.12
Total economic impacts of tourism in Cumbria in 2023
As evidenced in Table 3.2, the Lake District area contributes half (50%) of the total tourism revenue, and almost half (49%) of total tourism employment in the Cumbria economy.
Of note, 50% of revenue and 49% of jobs are within the Lakes but only 43% of visitors go to the Lakes. While total revenue is almost equal between the Lake District and Non-Lakes area, the lower total visitor count in the Lake District indicates that visitors to the Lake District spend more on average, than those to the non-Lakes area of Cumbria. Average spend per visitor is 32% (£31) more for visitors to the LDNP (£127.28) compared to visitors to the non-Lakes area of Cumbria (£96.26).
Source: Cumbria Tourism 2023
The largest tourism impacts in Cumbria were within South Lakeland, contributing almost half of the total tourism revenue (43%), tourist days (41%) and tourism employment (43%) in Cumbria, as illustrated in Table 3.3.
Carlisle has the second largest number of tourists in real terms, however, the number of visitors in Carlisle do not produce the same level of tourism revenue or employment opportunities as Allerdale.
Despite containing a significant proportion of the Lake District National Park, and the CCR Route, Copeland has the second lowest tourism impacts in Cumbria, meanwhile, Allerdale, which also contains a large portion of the route, contributes the second largest percentage of tourism revenue (17%), total tourist days, and tourism employment (18% respectively) in Cumbria.
Table 3.2: Cumbria tourism impacts by Lake District National Park area and total Cumbria
Figure 3.2: Map of Lake District in Cumbria
Figure 3.3: Map of Cumbria’s old local authority areas
Source: Cumbria Tourism 2023
Table 3.4 highlights the change in tourism impacts in Cumbria between 2019 and 2023. As shown, there has been a large decrease in total tourist numbers (-11.4%) however this represents a variation in the type of visitors to the region with day visitors decreasing by c.15%, and overnight visitors increasing by 10%. Despite the decrease in total visitors, Cumbria’s tourism revenue over the period has increased by 6.2% (adjusted for inflation).
Table 3.4: Change in tourism impacts in Cumbria 2019-2023
Source: Cumbria Tourism 2023
Table 3.5 shows the change in tourism impacts between 2019 and 2023 in the Lake District National Park area of Cumbria, and the rest of the area. Total visitors in the Lake District area have increased entirely as a result of an increase in overnight visitors, however there is also a slight decrease in total tourism revenue (-1.9%) in the Lake District area. Conversely, total visitors in the rest of Cumbria have fallen significantly by almost a fifth (-19.2%) coupled with a significant increase (+15.3%) in total tourism revenue for the area.
13 The Lake District National Park sub-area includes parts of Allerdale, Copeland, Eden and South Lakeland Districts - rather than being an additional component of the Cumbria County total.
Table 3.3: Cumbria tourism impacts by district, and Lake District National Park Area
Table 3.5: Change in tourism impacts in the Lake District National Park area and the rest of Cumbria Lake
Source: Cumbria Tourism 2023
Visitor type, sector and seasonality
The majority of visitors to Cumbria (83%) are day visitors, however in terms of total tourist days, this is split more evenly between day (60%) and overnight (40%) visitors. Overnight visitors also generate the majority (53%) of Cumbria’s tourism revenue, likely due to accommodation costs among other extra costs associated with staying overnight.
Figure 3.2 shows a quarterly breakdown of tourism revenue in the years 2019 and 2023. In both years over a third of the impacts were experienced in the third quarter of the year, as this coincides with the main tourism season in the UK. The main difference in the two years is a slight increase in the share of impacts between April and June (+2.2%) with all other quarters decreasing in the most recent year of analysis. The DMP includes extending the tourism season and increasing economic impacts outside of traditional tourist months.
Source: Cumbria Tourism 2023
Figure 3.3 shows the breakdown in tourism revenue impacts over 12 months. There is a steep (+53%) increase between March and April, with another more gradual increase in the summer months. August was the month which generated the most revenue (12%) followed by a steep decline into the winter months, with November into February contributing just over a fifth (21%) of the total revenue.
Figure 3.2: Cumbria tourism revenue by quarter in 2019 and 2023
3.3:
Source: Cumbria Tourism 2023
Figure 3.4 illustrates the breakdown of tourism revenue across Cumbria by sector. The largest direct impacts for one industry were in the Food and Drink industry with just under a quarter of total tourism revenue, followed by Accommodation and Shopping which both share around 15% of total tourism revenue each. There is a significant spillover of indirect revenue also with around £1.2 million generated as a result of visitor spend.
3.4:
Source: Cumbria Tourism 2023
Bed stock and occupancy rates
Total bedspace change
Table 3.6 illustrates the total change in bedspace in Cumbria, disaggregated by the Lake District and Rest of Cumbria areas, compared to the change in total visitors from 2019 to 2023. As shown, both types of accommodation bedspace have increased steadily over the four years in the Lake District area, and the Rest of Cumbria, while at the same time, total visitor numbers in the Lake District have increased slightly, with those in the Rest of Cumbria have decreased by almost a fifth (19%), with day visitors accounting for the majority of this decrease.
Figure
Cumbria tourism revenue by month (£m)
Figure
Cumbria tourism revenue by sector (£m)
Table 3.6: Serviced and Self-Catered Bed stock change (2019-2023) in the Lake District and Rest of Cumbria
Source: Cumbria Tourism 2023
Serviced accommodation stock
Table 3.7 illustrates the total accommodation stock in Cumbria in 2019, and 2023 broken down by former council districts. This table also highlights the impacts in the entire area of the Lake District National Park ("Lake District”) which crosses district boundaries, and the remainder of Cumbria which contains no areas of the National Park (“Rest of Cumbria”). Bedspace has stayed stable in Cumbria over the four-year period increasing by 1%, with the Rest of Cumbria area increasing by slightly more (2%) than the Lake District National Park area (1%). There are some other localised differences in the former council districts. South Lakeland has the largest accommodation stock of all the former council districts, and this has remained stable over the period (+1%). Barrow-in-Furness has seen the largest increase in bedspace increasing by a fifth on pre-pandemic levels (20%), despite the number of establishments only increasing by two.
Table 3.7: Serviced Cumbria bed stock
Source: Cumbria Tourism 2023
Self-catering accommodation stock
Self-catered accommodation stock in Cumbria has stayed stable in line with serviced accommodation, with small increases in bedspaces in the Lake District Area, and the Rest of Cumbria Area. South Lakeland has the largest number of bedspaces of all the former districts, with Barrow-in-Furness again experiencing the largest increase of almost half (48%).
Source: Cumbria Tourism 2023
Accommodation
Figure 3.5 illustrates the accommodation type in which Cumbria visitors stayed in in 2012, 2015, 2018 and 2022. The highest proportion of visitors stayed in serviced accommodation across each year of analysis (average 38% over the entire period). Self-catering has been the second most common accommodation type most years, with the same portion of visitors as serviced accommodation in 2018 (32%), however in the last year of analysis, this has fallen slightly below caravan and camping at 23% and 25%, respectively
In 2023 there were just under 71k serviced and self-catered bedspaces available across Cumbria, with 58% (41k) self-catering and the remaining 42% (30k) being serviced 14 The split within and outside of the National Park differs with 39% of Lake District accommodation being serviced compared to 46% of accommodation outside the National Park. The majority of bedspace in Cumbria, at 55%, is located within the bounds of the Lake District National Park.
More data on bed stock and occupancy rates can be found in Appendix A1.1 starting from Figure A1.1.
Cumbria Tourism Visitor Survey
Visitor profile
The majority of visitors (80%) responded that no one in their party had a disability or long-term health condition which may have impaired their activities, with 14% responding that they did, and 6% responding ‘prefer not to say’. The majority of visitors were also not members of ethnic minority communities, with only 16% responding that they were. This is a significant increase from only 2% of visitors who were from an ethnic minority community in 2018, however Cumbria Tourism recognise that previous research practices had hindered the ability to collect information from people from ethnic minority communities.15 Respondents who indicated that they, or someone in their group were from an ethnic minority community, were asked to indicate which community they/that person came from. The most common ethnic minority communities who visited Cumbria were from Indian communities with almost a fifth (19%), Pakistani communities, and Chinese communities (14% each).
Party size
The average party size in 2022 was 2.82, which resents a decrease from the 2018 average of 3.86. The most common party size is two people, with almost half (49%) of all respondents travelling in a party of two. Almost a fifth (19%) of respondents travelled in a party of four, and 16% travelled in a party of three.
Country of origin
Twenty-three different countries of origin were recorded in the visitor survey, with the largest groups represented being Belgium, France, Germany, Italy and America. The impacts of Covid likely have impacted this however, as the total proportion of overseas visitors to Cumbria has fallen from 2018 by 7% to around 3% in 2022.
One significant demographic impacted by the pandemic is the Chinese audience. Chinese visitors to the Lake District had risen significantly up to 2019, with Windermere Lake Cruises recognising a 286% increase between June 2016, and May 2019.16 However, travel restrictions following the pandemic have
significantly reduced the number of Chinese visitors and the impacts of this are still reflected in the Cumbria visitor statistics.
Transport to and around Cumbria
The most common means of transport to, and around Cumbria is by private vehicle accounting for two thirds of visitors (65% and 51% respectively). Walking is the second most popular main mode of travel to and around Cumbria, with 16% of visitors walking. Almost a quarter of those who travelled to Cumbria by private vehicle, used a different mode of transport to get around Cumbria (22%).
More data on visitor profile can be found in Appendix A1.1 starting from Table A1.1
Main visitor attractions
The largest visitor attraction in terms of total visitor numbers is the Windermere Lake Cruises with 1.3 million visits in 2023, as can be seen in Table 3.9. Rheged (420,000) Whinlatter Forrest (250,000) and Ravenglass and Eskdale Railway (155,000) also received large numbers of visitors in 2023. The top attractions in Barrow and Carlisle were the least visited in comparison to other areas of Cumbria, both with less than 50,000 visitors in 2023.
Table 3.9: Largest visitor attraction in each district by total visitor number
Source: Cumbria Tourism 2023
Table 3.10 shows the top ten most popular tourist attractions in Cumbria by visitor numbers. The most popular tourist attraction is Windermere Lake Cruises in South Lakeland. South Lakeland also contains six of the top ten most visited attractions in the region, with a combined 2 million visitors in 2023 (5% of total Cumbria visitors). Two attractions in Eden are in the top ten most visited, with a total 770,000 visitors in 2023 (2% of total Cumbria Visitors), while no attractions from Carlisle or Barrow were in the top ten most visited.
Table 3.10: Top ten most visited attractions in Cumbria by
Source: Cumbria Tourism 2023
Figure 3.7 provides a map of the CCR and all significant tourist attractions in Cumbria, highlighting the extent of the route and shows a five-mile buffer area around the route. Just under half (43%) of Cumbria attractions sit within the five-mile buffer area of the CCR, however, these attractions only contributed around a fifth (18%) of total tourist numbers for all attractions in 2023.17 A table listing all mapped attractions and their inclusion in the five-mile buffer is included in Appendix A.1 at Table A.1.2
17 A large number of listed attractions have not provided total tourist numbers for 2023, or this is made confidential therefore the numbers may be slightly different if accounting for all attractions
Implications arising for the development of the CCR
Tourism presents a significant economic driver in Cumbria, accounting for £4.6bn in revenue in 2023 and representing a 6.2% increase since 2019. Some 42.2 million visitors came to Cumbria in 2023, although this reflects a decrease of 11% since 2019 which can be attributed to a decline in day visitors (-14.9%). In contrast, staying visitors have experienced a 10% increase. The sector is a major employer, accounting for 19% of total employment in Cumbria.
The Lake District National Park is a major draw, accounting for half of Cumbria’s total revenue from the sector, along with 49% jobs in the sector and 43% of all visitors. Whilst the Lake District experienced overall growth in visitor numbers of 1.6% during the 2019-2023 period which was driven by a growth in staying visitors, the rest of Cumbria experienced a decline of -19.2% which was due to a significant decline in the number of day visitors (-22.8%). Also, average spend per visitor is 32% (£31) more for visitors to the LDNP (£127.28) compared to visitors to the non-Lakes area of Cumbria (£96.26). This highlights the importance of offering new and enhanced experiences alongside a variety of accommodation options that appeal to higher spending staying visitors in areas outside the Lake District to capture this trend. The CCR presents an opportunity to harness this trend. As 54% of Cumbria’s visitor spend is concentrated in the period between May and September it is also important to offer experiences that attract visitors outside of peak months.
Just under half (43%) of Cumbria’s attractions sit within the five-mile buffer area of the CCR however these attractions only secure around a fifth (18%) of all visitors to attractions. This suggests that interventions that package and promote these attractions as part of a new and enhanced experience could capture a greater share of the visitor market.
4 Full route assessment
Introduction
This section provides an assessment of the various means by which visitors access and use the route, including a detailed analysis of the products and themes on offer along the route.
Modal assessment
Active travel – walkers and cyclists
Current status
There are three national trails and paths that cross Cumbria, with the Pennine Way and Pennine Bridleway running along the east of Cumbria connecting via the Hadrian’s Wall Path in the north to then follow the national King Charles III coastal path down the Cumbria coast. The coastal path follows the CCR route with the addition of the cycle path running between Barrow-in-Furness through to Grangeover-Sands and into Northern Lancashire. In addition, the Coast to Coast walking route and C2C cycle route traverse Cumbria. National Cycle Network routes also exist along most of the CCR route with the exception of a gap between Carlisle and Silloth in the north and Ravenglass and Ulverston in the south, though the network users can also utilise rural minor lanes network. There are also countless small trails, paths and bridleways along the route creating opportunities for walkers and cyclists to explore areas adjacent to the route.
Drivers and trends
Active travellers, including cyclists and walkers, are drawn to the range of natural assets along the CCR route that are accessible via trails and cycle paths. Key trends for this group lie in the preservation of the natural environment, accessibility between sites and close proximity to rest areas, cafes, shops and general well-maintained rest facilities and areas. In regard to cyclists there is an added need for repair stations and secure bike storage facilities. It is important to consider the mixed-use of pathways amongst these groups and ensuring there is no conflict between walkers and cyclists for space will be needed to avoid jeopardising the appeal of the route. This could be achieved through the creation of safe and clearly marked pathways and routes. While few visitors come to Cumbria via foot or bicycle (0.3% and 0.5% respectively) these methods of transport account for 21% of trips around Cumbria once visitors have arrived in the county.
Assessment versus strategic objectives
Walking and cycling are popular tourism activities across Cumbria, the current assets along the route including the various paths and cycleways contribute to the ambition of the Cumbria DMP to develop the CCR route into an active travel offer.
Public Transport – Bus, coaches and trains
Current status
There are 32 train stations running alongside the CCR route, with these varying from small platform stations at Arnside to larger stations with ticketing offices and facilitators for example in Carlisle and Barrow-in-Furness. With the exception of a small part of the CCR route in the north, between Wigton and
Silloth, and then Silloth to Maryport, the route is entirely navigable via train although capacity and reliability are important considerations. There is currently an offer of a Rangers and Rovers ticket offered by the rail provider Northern to give users the ability to “hop on and off the train as many times as they wish” to allow for a dispersed visitor experience.
There are a range of bus routes across Cumbria with many intersecting and following the route. There is no single bus route that take visitors along the route in its entirety and as a result if visitors were to choose to navigate the CCR via bus transport there would be a need to connect along multiple bus route services.
Drivers and trends
For public transport users, the convenience of accessing the route without a personal vehicle and the affordability of trains, buses, and coaches are key motivators. Enhancing their experience would involve synchronising local transport schedules, providing accessible links to attractions, and offering easy-toread timetables and route planners. A significant barrier for train users at present is a lack of reliability and busy trains at peak times. There is also a need to ensure transport serves visitors while not compromising suitability for commuters using the network to get to and from work.
Partnerships with transport providers, integrated across public transport modes, to create discounted bundled tickets and “hop-on, hop-off” services would encourage flexibility and exploration, while marketing the route as a sustainable travel option could attract environmentally conscious visitors. Currently it would be a challenge to do the route with a combination of bike and public transport due to lack of connectivity.
Assessment versus strategic objectives
There are currently challenges around frequency, reliability and – at peak times – overcrowding on some of the train routes around the CCR. This makes it challenging to fulfil the ambitions of the Cumbria DMP to make the route open to public transport for its entirety.
Motorhomes
Current status
The route currently stands as a suggested route for motorhome users via main A roads and occasional B roads along the Cumbria coast. Providing a pre-defined route means that visitors are guided through key sites and attractions, as well as through towns along the route.
Drivers and trends
The route has an appeal for motorhome travellers who are likely attracted to the CCR as it offers the freedom to explore at their own pace and the opportunity to stay overnight in scenic locations.
Their experience could be enhanced through dedicated motorhome parking areas with essential facilities such as water, electricity, and waste disposal points. Promoting partnerships with local businesses, such as pubs and shops, could encourage these visitors to engage more with the local economy, while thematic multi-day itineraries would entice them to extend their stay. Increasing the route’s appeal for motorhome users could include creating a network of clearly marked, motorhome-friendly stops and promoting safety and security, such as well-lit parking areas.
Assessment versus strategic objectives
The ambitions for motorhome visitors in Cumbria are set out in the DMP with the summary of the Cumbria Motorhome Strategy. This sets out the ambition to elevate the motorhome community’s visitor experience, including accessibility efforts, supporting motorhome visitors to reach remote locations and mitigating any negative impacts from motorhome tourism.
Cars and motorcycles
Current status
Cars and motorcycles are able to utilise the main aspects of the existing CCR route via main A roads and occasional B roads along the Cumbria coast. The route follows the coast, and with the exception of key employment sites around BAE Systems and Sellafield largely avoid congested commuter roads making it a suitable route for these visitors. Cars and motorcycles remain the key method of transport into Cumbria (accounting for 80% of journeys into Cumbria) and also the main way visitors travel around the county (64%).
Drivers and trends
Car and motorcycle visitors appreciate the flexibility of independent travel and the chance to explore offthe-beaten-path areas. They are often motivated by the joy of driving or riding scenic routes with panoramic views. The route could cater to these travellers by providing affordable and secure parking at key stops, developing suggested driving or motorcycle itineraries, and promoting roadside attractions, photo stops, and local dining options.
Assessment versus strategic objectives
To satisfy the sustainability ambitions of the Cumbria visitor economy, as outlined in the Destination Management Plan, more effort is needed to ensure infrastructure along the route meets the needs of electric vehicles, including the provision of regular charging infrastructure in close proximity to accommodation.
Modal implications for the CCR
Active travel opportunities along the CCR are extensive, creating opportunities for walkers and cyclists to explore the route and surrounding areas. Approximately one fifth of all visitors to Cumbria travel by foot and bicycle once they arrive. This points to a significant market opportunity that the CCR can align with.
Public transport offers great potential along the route, with 32 train stations along the route. Existing offers such as the Rangers and Rovers ticket encourages visitors to hop on and off as they wish. There is a need for further investment in rail infrastructure to support accessibility, reliability, capacity and quality visitor experience. Further collaboration with operators to bundle tickets would complement efforts to market the route as a sustainable transport option. Bus provision along the CCR is sporadic, and a concerted effort would be needed to address this with a focus on integrated provision connecting bus routes to train stations.
Motorhome travel aligns with the original intention of the CCR and there is scope to increase this market through a controlled and supportive approach including dedicated parking provision, associated facilities, safety and security alongside guided itineraries.
Cars and motorcycles are the key mode of transport into Cumbria (accounting for 80% of journeys into Cumbria) and within Cumbria (64% of visitors). The provision of affordable and secure parking, EV charging, suggested itineraries, promoted attractions, viewpoints and dining can respond to this opportunity.
1. Attractions: The success of attractions often depends on their uniqueness, accessibility, and ability to engage diverse audiences. Attractions that incorporate interactive elements or align with broader themes, such as heritage or sustainability, often achieve stronger visitor appeal and satisfaction.
2. Designations (e.g., National Parks, SSIs): Protected areas such as National Parks, National Landscapes, UNESCO World Heritage Sites, Heritage Coast, and Sites of Special Scientific Interest (SSIs) play a vital role in preserving natural and cultural assets while providing opportunities for sustainable tourism. These designations enhance a destination’s appeal by showcasing its environmental, historical, or cultural significance.
3. Visitor Experiences and Activities: Experiences and activities are increasingly at the heart of tourism, catering to visitors’ desire for engagement and personal enrichment. Offerings that resonate with specific interests can enhance visitor satisfaction and contribute to longer stays. Experiential tourism emphasises the importance of authenticity, creativity, and alignment with local culture.
4. Active Travel Routes: Walking paths, cycling trails, and multi-use greenways support sustainable tourism by encouraging low-impact exploration. These routes often connect key attractions and natural landmarks, making destinations accessible while promoting physical activity and environmental awareness. High-quality signage, surface maintenance, and integration with public transport can enhance the usability and appeal of these routes. Several national cycle routes and national footpaths run along a large proportion of the route alongside several smaller paths, bridleways and small roads that shoot off in spurs from the CCR
5. Visitor Services: Visitor services, including information provision, transport links, guided tours, and amenities like cafes and restrooms, are critical in enhancing the overall experience. High-quality, accessible, and customer-oriented services ensure visitors feel welcomed throughout their journey.
6. Accommodation: To create a longer staying visitor offer, the route will need to be able to offer a diverse range of accommodation. As outlined in chapter 3 there is extensive serviced and selfservices accommodation provision across Cumbria however there are gaps in types/quality of provision on this route. Ensuring the CCR key stopping points and attractions offer suitable provision will be crucial to allowing for longer stays.
Cumbria Tourism’s key visitor themes:
Outdoor and adventure: The route is closely aligned with the Lake District National Park and natural assets such as heritage coasts, ancient woodland and Sites of Special Scientific Interest (SSIs). These provide ample opportunities for hiking, cycling, and other active pursuits. National Cycle Routes, the England Coastal Path, and key designations such as the Drigg Coast SSI support this theme. Challenges include fragmented connectivity and gaps in visitor services like bike hire or guided activities.
Food and drink: Cumbria’s food and drink offerings, while present, are not uniformly integrated across the CCR. Local highlights include food festivals, farmers’ markets, and dining experiences in towns like Carlisle, Cartmel and Ulverston. There is potential to expand food-related itineraries and better incorporate these elements into active travel routes and cultural experiences.
Culture and heritage: The CCR route is connected to Cumbria’s cultural and historical assets. From the World Heritage status including Ravenglass and Hadrian’s Wall to the industrial and maritime heritage of Whitehaven and Maryport, the route integrates heritage attractions seamlessly.
Health & Wellbeing (incl. nature, slow experiences) The England Coastal Path and rural sections of the route provide opportunities for walking, cycling, and connecting with nature. Designations like the Duddon Estuary SSI and the Lake District National Park enhance this theme by offering peaceful environments ideal for relaxation and rejuvenation and benefit physically and mentally from visiting.
Thematic implications: Product and themes Matrix 1
Accommodations near key outdoor hubs like the Lake District or trails support activities like hiking, cycling, and water sports. Many provide gear storage, guided tours, or local activity partnerships. Rising levels of visitors opting for “caravan & camping” support this further.
Food and drink
Culture and Heritage
While some accommodations highlight local food offerings (e.g., farm stays or inns with local menus), the availability of truly integrated "food tourism" experiences (e.g., culinary workshops, foraging tours) appears limited.
Many accommodations are located near or even within heritage sites, such as historic inns or manor houses. They often provide information or packages linked to cultural attractions like Hadrian’s Wall or regional museums.
Some accommodations promote extended stays and slow-paced itineraries (e.g., nature retreats), but many only generate short visits, missing an opportunity to position themselves for slow tourism.
Attractions like biking (on and off-road), climbing spots, fell-running, wild swimming, paddle boarding, kite surfing, wind surfing, body boarding, seas fishing wild ocean swimming, nature experiences and trailheads strongly cater to outdoor enthusiasts.
While some attractions (e.g., visitor centres or estates) offer local food in cafes, they rarely highlight food and drink as a primary theme.
Strong alignment with Hadrian’s Wall, museums, castles, and Roman sites.
National Park status and recognised trails like the Coast to Coast/C2C and Pennine Way strongly support outdoor activities.
Attractions frequently encourage extended exploration, such as guided tours, in-depth site visits, or linked trails.
Designations do not directly promote food tourism, though they may encourage regional food branding.
UNESCO sites like Hadrian’s Wall add significant cultural value and attract heritage-focused visitors.
Slow travel,
Few accommodations directly integrate sustainable transport options, such as shuttle services, bike rentals, or partnerships with public transport providers. Visitors may rely heavily on cars. An accessibility audit of hotels on the route would support initial steps to ensure full accommodation accessibility
Attractions like nature reserves and scenic viewpoints are deeply connected to the natural environment. But there are accessibility challenges for some of these attractions that will be difficult to overcome.
Areas with designations often promote long-stay, slow exploration. Incentives to spend more time exploring large geographies and different parts of areas like the national park would encourage this further.
Designations frequently align with sustainable travel policies, promoting car-free access where feasible. Areas like heritage beaches and ancient woodlands are integral to nature-based tourism. Improving access to designated sites may be challenging but is often embedded within designation standards.
Slow Tourism Experience
nature and accessible tourism
Thematic implications: Product and themes Matrix 2
Experiences like guided hikes, rock climbing, or other outdoor sports are core to the route’s adventure appeal.
Active travel routes like cycling trails or hiking paths are fundamental to the adventure theme. Though there are instances where cycle paths are not connected across the route preventing one aspect of active travel fully capitalising on the full length of the route.
Visitor services (e.g. guides or rental facilities) are available but vary widely in quality and coverage.
Need to include consideration of EV charging for bikes in accommodation.
Food and drink
Food-related experiences like foraging walks or local cooking classes exist but are not prevalent.
Culture and Heritage
History tours, workshops, and storytelling events strongly tie to cultural themes.
Some routes pass through areas with local dining options but do not integrate food experiences explicitly.
Many active travel routes integrate with key cultural assets such as the Hadrian’s Wall heritage site.
Some visitor centres promote local food products but lack comprehensive food and drink integration or narrative around “where is good to stop” on the route itself.
Visitor centres often provide heritage information, guided tours, and curated cultural insights. Slow Tourism
Many experiences are designed for deeper, slower engagement (e.g., multi-day retreats) though these are not overly prevalent along the route.
The many active travel routes encourage slow-paced, immersive exploration over extended periods.
Slow
Some experiences include walking or cycling components but rarely integrate broader car-free travel options. With nature-based activities often being only accessible via private car. Accessibility varies greatly, though without centralised control many experiences lack the ability to become more accessible.
Active travel promotes sustainable methods of seeing the CCR route many aspects of the natural beauty along the route require non-car-based travel. However, given the rural nature of some of the route uneven pathways may present accessibility challenges.
Services tend to focus on short-stay visitors rather than promoting extended, slow-tourism packages. While this reflects the current market it presents challenges for those wanting a longer-term experience.
Consideration of EV charging infrastructure for cars and cassette disposal for motorhomes is required.
Sustainable links between visitor services are patchy, while some visitor services are accessible this is not the case across the entire network of services.
Consideration required of EV charging infrastructure for bikes including within accommodation.
travel, nature and accessible tourism
Product and thematic implications
The product and theme analysis highlights several key opportunities and challenges for the development of the CCR route. Outdoor and adventure tourism is a clear strength, supported by natural assets like the Lake District National Park and extensive active travel routes. However, fragmented infrastructure such as disconnected cycling paths and varying quality of visitor services limits the full potential of active travel experiences. Accessibility is another challenge, with many attractions and nature-based experiences requiring private car access and uneven pathways making it difficult for all visitors to engage fully.
Food and drink offerings are underutilised, with limited integration of local culinary experiences along the route. Enhancing food-related visitor services, both in offer and in marketing could grow this component of the visitor offer.
Culture and heritage are well-supported, particularly through designations including UNESCO sites, National Parks, Heritage Coasts, SSIs and ancient woodland accompanied by historical attractions. These elements can be further amplified by improving connectivity between cultural sites and active travel routes. Slow tourism and health and wellbeing experiences are emerging opportunities, but the current infrastructure focuses on short stays rather than immersive, multi-day itineraries. Promoting long-term, sustainable exploration such as slow-travel packages would align with growing trends in mindful travel.
Improving visitor services is essential to support these opportunities, including expanding EV charging infrastructure for cars and bikes, increasing accessibility audits for accommodations and experiences, and introducing motorhome-specific facilities like waste disposal points. Additionally, greater coordination among stakeholders to integrate sustainable transport options and create seamless links between accommodations, activities, and services is needed. Addressing these areas would enhance visitor satisfaction, promote sustainability, and maximise the CCR’s economic and cultural impact.
5 Modal stage assessment
Introduction
This section sets out the full modal assessment of each stage of the CCR, giving consideration to the main modes of travel along the route.
Getting to the route
The CCR route is moderately accessible to external and international visitors, though the ease of access varies depending on transport mode. Key entry points like Carlisle, Barrow-in-Furness, and Ulverston are connected to the national rail network, enabling domestic visitors to reach the route from major cities such as Manchester, Glasgow, and London. Carlisle, as a regional hub, offers particularly strong connectivity, with links to the West Coast Main Line and proximity to the M6 motorway for road users. International visitors can access the route via major airports, including Manchester Airport (approximately 2.5 hours by rail to Carlisle) or Glasgow Airport, and then continue via regional rail or car hire.
However, limitations exist in terms of public transport integration, with infrequent bus services in rural areas and disjointed active travel networks requiring reliance on private vehicles for full route exploration. Secured investment in integrated transport combined with improved marketing of multimodal options, such as train and bike hire combinations, and enhanced public transport frequency would significantly benefit external visitors and align with sustainability goals.
Modal analysis
The CCR route is divided into five stages, progressing from south to north through Cumbria. These stages connect a series of towns, villages, and natural areas, offering a structured way to explore the region by various modes of transport. The stages are as follows:
1. Stage 1 – Morecambe Bay to Ulverston
2. Stage 2 – Ulverston to Haverigg
3. Stage 3 – Haverigg to Seascale
4. Stage 4 – Seascale to Maryport
5. Stage 5 – Maryport to Carlisle
Each stage is unique, with all contributing to the CCR's appeal as a varied and accessible route for visitors of all preferences and abilities.
This section of the evidence base report explores how the CCR stages serve different types of travellers based on their mode of transport, which include:
• Car and motorcycle users, seeking smooth roads, scenic stops, and convenient access to amenities such as fuel and EV charging points.
• Walkers and cyclists, who value well-maintained paths, scenic views, and opportunities for active exploration.
• Train and bus users, who rely on public transport to navigate the route sustainably and flexibly.
• Motorhome travellers, who require accessible parking, overnight facilities, and routes suited to larger vehicles.
By evaluating the route's offerings for each mode of transport, this section highlights the unique needs, challenges, and opportunities the CCR presents for visitors as they explore the route, its landscapes and attractions.
The matrix below provides a RAG rated assessment of each travel mode for each stage of the CCR and a summary analysis for each stage follows.
Overarching Modal Viability for the full route
Mode
Car/Motorcycle
Walking/Cycling
Train/Bus
Motorhomes
Stage 1
Morecambe Bay to Ulverston
Stage 2
Stage 1 – Morecambe Bay to Ulverston
This stage begins at Morecambe Bay and passes through scenic coastal and rural landscapes before reaching the market town of Ulverston. Key attractions include the Lakeland Motor Museum, the Lakes Aquarium, and the cultural hub of The Coro. The route follows the A590, offering scenic stops in Newby Bridge, Backbarrow and Greenodd, with diversions to Arnside, Grange and Cartmel possible. This stage presents additional opportunities to explore Lake Windermere.
Car/Motorcycle: The A590 provides well-maintained roads, stunning views of Morecambe Bay, and easy access to Ulverston’s amenities, including fuel stations and restaurants. Motor enthusiasts will appreciate the Lakeland Motor Museum, which features vintage vehicles and motoring history.
Walking/Cycling: National Cycle Networks 6, 70, 90, and 700 and the Bay Cycleway traverse this stage, providing a mix of asphalt and more rugged trails. The England Coastal Path offers walkers beautiful views and access to local trails and fell walks near Coniston and Lake Windermere.
Train/Bus: Northern Rail connects stations such as Arnside and Grange-over-Sands. The X6 bus route links Ulverston to Windermere and Kendal.
Motorhomes: Grange-over-Sands and Ulverston offer motorhome-friendly facilities, but some areas, especially rural ones, lack dedicated parking and overnight amenities.
Ulverston to Haverigg
Stage 3
Haverigg to Seascale
Stage 4 Seascale to Maryport
Stage 5 Maryport to Carlisle Full Route
The A590 is well-maintained and provides seamless access to attractions and towns. Ample services, including fuel stations, rest stops, and parking, support convenience and satisfaction.
While National Cycle Routes and the England Coastal Path exist, they often lack connectivity between key points, requiring visitors to drive to trailheads. Surface quality and signage are inconsistent in places. The current lack of crossings for pedestrians and cyclists across the bay make it difficult to walk or cycle the full route without diversion The coastal path may address this issue for walkers while the Bay Cycleway is a potential solution for cyclists.
Train stations like Arnside and Ulverston offer good access, but infrequent services limit flexibility. The X6 bus connects key locations between Barrow and Kendal with a service running approximately every hour with a current £3 price cap
Motorhomes follow the major A road of the A590 along the route which is relatively straight and wide on this section. The lack of alternative A roads can present issues at times, and dedicated parking and overnight facilities are scarce in rural areas. Urban hubs like Ulverston provide better infrastructure, but options are limited elsewhere.
Stage 2 – Ulverston to Haverigg
Stretching from Morecambe Bay to the Duddon Estuary, this stage showcases Furness Abbey, Dalton Castle, and the Dock Museum, alongside coastal landscapes, scenic villages, the market towns of Ulverston, Dalton and Broughton and industrial heritage towns of Barrow and Millom. Wildlife enthusiasts are drawn to the Morecambe Bay SSI, Duddon Estuary SSI and RSPB Hodbarrow Nature Reserve.
Car/Motorcycle: Roads near Morecambe Bay and the estuary offer picturesque views, with urban hubs like Barrow-in-Furness providing essential amenities and attractions such as Furness Abbey and the Dock Museum. Narrow roads on Walney Island may challenge larger vehicles.
Walking/Cycling: National Cycle Routes 70 and 700 are predominantly asphalt, providing smooth travel for cyclists. The England Coastal Path loops around Walney Island, offering coastal views for walkers. Though a significant hap exists in the National Cycle Network between Barrow and Ravenglass creating challenges for a continuous cycle route.
Train/Bus: Train services include Ulverston, Dalton and Barrow on the Furness Line, then a move onto the Cumbria Coastline with stations stopping at villages around the estuary to Millom. A new bus route 7 connects Haverigg and Millom to Barrow. This offers limited service, coinciding with the requirement to provide school transport.
Motorhomes: Barrow and Ulverston cater well for motorhomes with various sites such as Bardsea Leisure and Low Hall Farm and free overnight stays encouraged at sites in Barrow including Furness Abbey, Biggar Bank and Thorney Nook. Consideration is also being given to how new initiatives being brought forward such as the Town Deal funded Community Hubs project can provide infrastructure to encourage motorhome visitors. The A595 is narrow in places presenting challenges for drivers unfamiliar with these rural roads. However, major investment is underway to address a specific pinch point at Grizebeck which will improve this route.
Coastal roads and urban hubs like Barrow offer good connectivity and amenities, though congestion near Barrow may affect peak travel times.
Cycling routes and walking paths are disjointed, with limited signage and accessibility. Reaching trails often requires driving to starting points, which can be a barrier for some users. However, the coastal trails and routes around Walney Island present growing offers to visitors.
Trains connect major hubs like Barrow, but rural areas like Haverigg lack reliable public transport links. Buses such as the 6 and 8 are infrequent and cover limited routes.
With numerous pitch facilities and improvement underway to enhance the A595, this stage of the route is well placed to accommodate motorhome users.
Stage 3 – Haverigg to Seascale
This stage passes through the western Lake District, with highlights including the Ravenglass and Eskdale Railway, Muncaster Castle, and the Drigg Coast SSI. The England Coastal Path and National Cycle Route 72 provide active travel opportunities alongside stunning scenery.
Car/Motorcycle: Villages like Bootle and Ravenglass offer scenic stops, though narrow roads and limited parking may pose challenges.
Walking/Cycling: Walkers can enjoy flat coastal paths and steeper sections near the Lake District, while cyclists find varied terrain on National Cycle Route 72. Some trails may require improved signage for accessibility.
Train/Bus: Stations at Bootle, Drigg, and Ravenglass are complemented a bus service with limited provision (once a day).
Motorhomes: Scenic coastal roads are accessible but require careful navigation in smaller villages. Parking and facilities are limited, especially for overnight stays.
Modal Viability – Stage 3
Scenic roads provide access to key attractions, but narrow and winding roads in smaller villages like Bootle may deter some users. Parking is limited in certain areas, especially during peak seasons.
Active travel routes like the England Coastal Path and National Cycle Route 72 are scenic but often inaccessible without driving to trailheads. Mixed terrain and unclear signage further limit usability. 3 Train/Bus
Train stations such as Ravenglass and Bootle are well-placed for attractions, but buses remain infrequent, making public transport less reliable for flexible travel. 3
Narrow roads and limited motorhome-specific parking or facilities in villages like Drigg and Bootle create significant barriers for larger vehicles. 2
Stage 4 – Seascale to Maryport
This stage travels through St Bees Head Heritage Coast and historic towns like Whitehaven and Workington. Cultural landmarks include St Bees Priory, The Beacon Museum, Senhouse Museum and The Rum Story.
Car/Motorcycle: The A595 offers direct access to attractions, with scenic views near St Bees. Traffic near Sellafield may cause delays during peak hours.
Walking/Cycling: National Cycle Routes 7, 72, and 10 provide smooth, well-connected paths for cyclists. Walkers can enjoy the England Coastal Path and tranquil seaside villages.
Train/Bus: Comprehensive rail coverage includes stations at Sellafield and Whitehaven, with bus routes such as the 30/31 connecting key towns
Motorhomes: Towns like Workington and Maryport provide ample parking and amenities, though smaller villages may lack suitable infrastructure, including waste disposal facilities for motorhome users.
The A595 provides direct access to towns, but Sellafield-related commuter traffic can cause significant delays. Larger towns like Whitehaven offer ample amenities for road users.
National Cycle Routes 7, 72, and 10 are well-maintained but often overlap with busy roads, posing safety concerns. The England Coastal Path is accessible but lacks sufficient entry points without additional transport.
Towns like Workington provide motorhome facilities, but smaller villages lack sufficient parking or services. Sellafield traffic can also affect motorhome travel times during peak hours.
Stage 5 – Maryport to Carlisle
This final stage spans from Carlisle to Maryport, passing through quiet towns like Wigton and Abbeytown before reaching Silloth. The B5300 coastal road offers a scenic alternative to the A595.
Car/Motorcycle: Carlisle serves as a hub with extensive facilities, while Silloth provides coastal charm and attractions like the Silloth Motorcycle Museum. The B5300 offers a relaxed drive with Solway Firth views.
Walking/Cycling: The England Coastal Path and National Cycle Network 72 and inland alternative 10 offer scenic routes for active travellers, with Carlisle providing access to local walking and cycling networks.
Train/Bus: Rail stations at Carlisle and Maryport offer flexible travel, with Northern Rail’s Rangers and Rovers pass allowing hop-on/hop-off journeys. Bus routes such as the 400 and 60 connect smaller towns.
Motorhomes: Silloth and Maryport are motorhome-friendly, with parking and overnight facilities. Carlisle offers extensive services, though more infrastructure in smaller towns could improve accessibility.
Modal Viability – Stage 5
The B5300 offers a quieter route than the A595, with scenic coastal views. Towns like Carlisle and Maryport provide ample services, making this stage highly accessible for road users.
The England Coastal Path and National Cycle Route 10 offer excellent infrastructure for active travellers, but some rural sections lack signage or rest facilities, reducing accessibility.
Stations at Carlisle and Maryport are well-connected, and Northern Rail’s flexible tickets allow for easy travel. Bus routes such as the 400 provide additional connectivity to smaller towns.
Larger towns like Silloth and Carlisle are well-equipped for motorhomes, with parking, amenities, and overnight facilities. Infrastructure is better developed compared to earlier stages.
Implications arising for the development of the CCR
There are strengths and weaknesses in different modes of transport across the full route of the CCR. The following implications for the development of the route are noted:
Stage 1 – Morecambe Bay to Ulverston. This route caters well for cars/motorcycles and fares relatively well when considering the needs of motorhomes and those travelling via public transport. There is a need for targeted investment on walking and cycling infrastructure, specifically to enable walkers and cyclists to be able to travel the full route. This requires provision of crossings over Morecambe Bay to facilitate this. Targeted investment in walking and cycling infrastructure to connect the route should be an area of focus.
Stage 2 – Ulverston to Haverigg. This route offers smooth travel along the A595 which has undergone recent maintenance and resurfacing. In the short term there is a major road improvement scheme taking place at Grizebeck which will reduce journey times and improve road safety once completed in 2025. The route is well connected by train and some limited bus provision. There is a relatively good supply of motorhome provision along the route, however the narrow and winding roads is a consideration for unfamiliar drivers. There are some excellent walking and cycling routes on this stage, but this is not joined up to create a stage route without travelling on the A595 which presents a road safety risk for consideration. The plans to extend the King Charles III path around the estuary will improve the walking offer. Realising investment ambitions for walking and cycling infrastructure and the successful completion of the Grizebeck Bypass will improve connectivity on this stage.
Stage 3 – Haverigg to Seascale. This stage requires a degree of investment across all transport modes to realise its potential. This includes a specific focus on wayfinding for walking and cyclists, enhanced and integrated public transport provision, and the provision of parking and facilities for motorhomes.
Stage 4 – Seascale to Maryport. This stage is well served by public transport. Cars, motorcycles and motorhomes experience some constraints related to the resilience of the road network, particularly at peak times, and there are gaps in the provision of dedicated parking and facilities for motorhomes. Walking and cycling infrastructure are good, but intersect with busy roads, and entry access to the England Coast Path is limited without additional transport. Continued lobbying for investment in the road network, with a targeted focus on parking/facilities for motorhomes, and improvements to walking and cycling infrastructure should be a focus for this stage.
Stage 5 – Maryport to Carlisle. This stage is well provided by all modes of transport although walking and cycling would benefit from wayfinding and facilities
6 Key learning from comparator tourist routes
Introduction
This section of the report highlights key aspects of two comparable tourist routes in Europe, along with critical success factors that offer valuable insights for the Cumbria Coastal Route. A high-level review was undertaken for 11 routes abroad covering their length, modes of transport available, spatial characteristics, attractions available, promotion activities, and known challenges. The Wild Atlantic Way in Ireland and the Hardanger Scenic Route in Norway were selected to provide applicable case studies to the CCR
Case Study 1: Wild Atlantic Way
General description
The Wild Atlantic Way is a 1,600-mile route located along the west coast of Ireland, stretching from the Inishowen Peninsula in the north, to Kinsale in County Cork in the south. The route is divided into 14 stages organised in three main regions which can take 32 hours to drive, although domestic and overseas visitors spend around three and seven nights exploring the route, respectively.18
The route offers a diverse range of landscapes including cliffs, sandy beaches, and rugged islands, as well as nature reserves, protected areas and cultural sites. The route goes through a large number of towns and villages as well as important cities including Galway, Limerick, and Cork, with highlights like the Dingle Peninsula, Skellig Michael (a UNESCO World Heritage site), The Burren and Cliffs of Moher Geopark (a UNESCO Global Geopark), and the Killarney National Park along the route.
In 2023, over 8 million tourists visited the Wild Atlantic Way, positioning as the most popular region in Ireland for domestic tourists, with 51% of domestic tourism revenue being generated there.19 International visitors are also an important market, with 60% of visitors to the Wild Atlantic Way coming from overseas, above the national average (57%).20
By 2033, the vision for the Wild Atlantic Way is for it to be “internationally renowned for its spectacular seascapes, raw beauty and warm hospitality. It ranks as one of the top five touring routes in the world with its rugged coastline, unique Irish culture, traditions, and friendly people at the heart of its offering. Visitors are enjoying all parts of the Wild Atlantic Way and dispersal along the route and into towns and villages in the region has become more evenly spread”. 21
Transport modes
One of the main criteria for developing the route spine was that it should be navigable in its entirety by cars, motor homes, bicycles, and motorbikes, as well as accessible in the main by buses and coaches.22 The route is therefore considered multi-modal:
18 Fáilte Ireland (2023), Wild Atlantic Way Regional Tourism Development Strategy
19 Fáilte Ireland (2024), 10 years of the Wild Atlantic Way report
• Getting to the route: The route is accessible by car and a variety of transport options. It benefits from regular bus and train services from hubs such as Dublin City, Dublin Airport, and Cork City.23 Several airports are also located near the route, including Shannon Airport, Cork Airport, and Ireland West Airport Knock, offering both domestic and international flights. It is also possible to get to the route via ferry, with an international port located in Cork.
• Navigating the route: Car is the most popular mode of transport. Bus and train services operate within major towns and cities along the route. Cyclist can access the route as well as dedicated cycling trails such as the Great Western Greenway. For those interested in hiking or exploring coastal regions and islands, several walking trails and ferry and boat services are available along the route.
Transport infrastructure
The primary transport infrastructure includes a network of regional and local roads that link the towns and attractions along the route with the capacity to accommodate two-way car and campervan traffic.24 As not all of this core route is navigable by buses, a separate route was identified for bus operators. In addition, the Wild Atlantic Way benefits from the presence of airports, ferry services, and cycling routes.
The route also benefits from a strategic signage and interpretation system, featuring the distinctive Wild Atlantic Way logo at various points along the route, directional signs that help visitors to navigate the route, and informational panels and lecterns that provide details about attractions and landmarks. Parking facilities can be found on each Discovery Point as well as several electric vehicle charging stations along the route.25
Fáilte Ireland supports the development and enhancement of infrastructure to navigate this route, with the local government investing in road improvements, congestion issues, signage, and safety measures. Tourism Ireland also works with air and sea carrier partners promoting direct services to the Wild Atlantic Way.
Attractions
The route offers over 400 tourist attractions including beaches, cliffs and coast, countryside and mountains, islands, antiquities and prehistoric sites, castles and strongholds, churches and monasteries, historic houses, gardens and parks, lighthouses and harbours, museums and visitor centres, and villages and towns.26
The route features 188 Discovery Points located in remote coastal areas. Each of these viewing points are marked with a Wild Atlantic Way logo, encouraging visitors to stop and explore these spots. Of them, 15 have been designated as Signature Points, highlighting unique and remarkable locations along the route such as Cliffs of Moher, the second most visited fee-charging attraction in Ireland, registering 1.3 million of visits in 2023.27
According to Heritage Ireland, there are 25 heritage sites along the route including castles, gardens, historic houses and estates, prehistoric monuments, a military fortress, and religious sites. This includes,
23 Fáilte Ireland (2023), Wild Atlantic Way Regional Tourism Development Strategy
24 Wild Atlantic Way Operational Programme 2015-2019
25 Drive the Wild Atlantic Way in an electric car | Ireland.com
26 Discover the Wild Atlantic Way - Tourist Attractions
27 Fáilte Ireland (2023), Key Tourism Facts
for example, Skellig Michael, an island monastery towering over the sea and declared a UNESCO World Heritage Property.28
There are over 2,410 activities along the Wild Atlantic Way, of which 469 are free.29 The range of things to do is broad, covering outdoor and adventure activities; wildlife and nature; hiking and cycling; waterbased activities; galleries, theatres and museums; food and drink experiences; among others.
Accommodation
The Wild Atlantic Way region concentrates half of the accommodation properties in Ireland, accounting for 2,668 registered and approved accommodation premises, comprising of 32,319 rooms and 95,227 bed spaces. The most common type of accommodation was self-catering, with 880 premises along the route, followed by ‘Welcome Standard’ accommodations, with a total of 767 premises. Hotels are the preferred choice of accommodation by domestic visitors, leading the sector in terms of bed capacity (56,557 bed spaces).30
Around 38% of premises are in the north of the route and the remaining 62% are located towards the south. Accommodation capacity and distribution is generally scattered across the Wild Atlantic Way, with concentrations mainly in cities and towns such as Galway, Killarney, Westport and Lisdoonvarna.
According to Fáilte Ireland, growth is expected in the sector particularly in the diversification of accommodation options such nature-based stays and glamping. Strategic initiatives also include supporting the growth of facilities for campervans in suitable and sustainable locations, with 49 caravan and camping sites currently available along the route.
Route promotion
The route was launched in 2014 in response to a struggling tourism economy in the region. The brand was developed to be a unifying proposition for the West Coast of Ireland, promising a unique travel experience in “the world’s longest coastal touring route where wild Irish land and seascapes meet” 31. The Operational Programme 2015-2019 identified North America, Germany, France and Great Britain as primary target markets, along with two key target consumer segments the Culturally Curious and the Great Escapers based on their travel motivations and demographic profiles.32
The Wild Atlantic Way is promoted by Tourism Ireland for international audiences, whilst Fáilte Ireland promotes the route to the domestic market. Both organisations work in partnership with the tourism industry, community groups, local government, and State agencies to promote the route.
The route is promoted through various channels, including social media, television and digital campaigns, and print materials. The route has a dedicated website, featuring detailed information on the route, attractions, and services available, as well as interactive maps and itineraries. The Wild Atlantic Way’s logo and brand is not only used on these channels and signage along the route, but have also been widely adopted by local communities and the industry.
The route has been promoted globally through a variety of strategic initiatives. Its launch in 2014 reached 40 million people worldwide and earned a Clio advertising award. Over the years, the route has
28 Wild Atlantic Way | Heritage Ireland
29 Find Great Things to Do on the Wild Atlantic Way with Discover Ireland
30 Fáilte Ireland (2023), Wild Atlantic Way Regional Tourism Development Strategy
32 Wild Atlantic Way Operational Programme 2015-2019
attracted major movies and TV shows, providing millions of opportunities for global audiences to discover it. Tourism Ireland has also co-produced various TV shows featuring the route, airing in multiple countries and creating a combined 450 million opportunities for exposure. International journalists have also been invited to experience the route, resulting in widespread positive coverage in high-profile media.33
Socio-economic impact
The Wild Atlantic Way has produced a wide range of socio-economic impacts. The number of tourism businesses engaging with Fáilte Ireland has increased by 60% since 2014 (from 4,500 to over 7,000 in 2024). As of 2023, the route received 2 million more tourists compared to 2013, generating 35,000 additional visitor economy jobs (+41%).34
Testimonials from key stakeholders in the tourism industry have been positive regarding the development of the Wild Atlantic Way. The route’s success in attracting additional visitors and increasing tourism revenue has boosted the confidence of tourism businesses, encouraging them to pursue their ideas and invest in their operations, serving as a “catalyst for tourism development in the region”.
The route has also brought social benefits such as fostering community cohesion and pride . Testimonials emphasise that the route has transformed the region into a “community of people all along the route welcoming travellers into their places and their way of life”. The route also “created here a sense of possibility and a recognition for the value of place and custom which wasn’t perhaps as strong before”.
Correspondingly, the level of community support for both domestic and international tourism – annually measured and monitored by Fáilte Ireland through a Tourism Approval Rating – has remained high, with most residents agreeing that they benefit from tourism. While some feel that tourism has had negative impacts on their local area, the majority believe that adequate measures have been taken to address these issues.
Tourism control
The popularity of the route has created traffic congestion in the most popular parts and during the peak summer months, negatively affecting visitors’ experiences and resulting in strains on local infrastructure and risk of environmental degradation and wildlife disturbance.
Fáilte Ireland, in order to achieve a more balanced regional tourism development, has promoted off-peak tourism by, for example, creating domestic marketing campaigns that place greater emphasis on the lessvisited northern parts of the route.35 Tourism Ireland is also planning to promote off-peak travel and longer stays this year though a campaign and by inviting international content creators, both of which will highlight the reasons why the region is a great off-peak destination.36
Fáilte Ireland has also launched Destination and Experience Development Plans (DEDPs) co-created by local and national stakeholders which aim to create sustainable tourism destinations, featuring actions that will disperse tourists across each destination. For example, the plan for The Burren and Cliffs of Moher provides a set of self-sustainable actions aimed to “increase dwell time and inspire visitors and the next generation to become custodians of the Burren and Cliffs of Moher”37. This included, for instance, the
33 Fáilte Ireland (2024), 10 years of the Wild Atlantic Way report
34 Fáilte Ireland (2024), 10 years of the Wild Atlantic Way report
35 ‘Traffic bottlenecks a challenge’ for Wild Atlantic Way
36 Fáilte Ireland (2024), 10 years of the Wild Atlantic Way report
37 Failte Ireland - Burren | Visitor Experience Development Plan | The Wild Atlantic Way
creation of all year-round visitor experiences and cultural events as well as the development of the Burren Discovery Trail, a looped route themed around mythology and folklore, designed to generate interest in alternative sites and help distribute travellers across the Burren.38
Towards best practice
The Wild Atlantic Way has become one of Ireland’s most successful tourism initiatives, attracting millions of visitors each year and engaging with thousands of tourism businesses. Elements of best practice identified in the Wild Atlantic Way include:
• A compelling proposition to attract international markets. The route marketing emphasises the unique features of the region, such as its wild landscapes, seascapes, rich heritage, outdoor activities, and authentic experiences. This is supported by a cohesive visual identity, including distinctive signage and a strong online presence. Consumer research has shown that the Wild Atlantic Way brand is particularly appealing in markets like Great Britain, Germany, France, and the US, with the brand proving to be a motivating factor to visit the country. 39
• Strong collaboration with a wide range of partners for a large-scale, long-term programme. Although nationally led, the success of the Wild Atlantic Way is a result of close collaboration with local authorities, tourism organisations, transport authorities, cultural and heritage agencies, and local communities. Coordinated marketing efforts, shared resources, and strategic planning has helped the route maintain a high profile on both national and international tourism markets and ensure that it aligns with broader tourism goals.
• A strong sense of ownership of the brand by local communities. The Wild Atlantic Way has successfully engaged local communities along the route, involving them in promoting tourism, offering services, showcasing local culture and storytelling. This involvement has created a sense of ownership and pride, which enhances the overall visitor experience.
• A comprehensive investment approach. The development and launch of the Wild Atlantic Way required a well-rounded investment strategy covering route development and maintenance, marketing and branding, business support, and visitor experience enhancement. In the first two years alone, Fáilte Ireland invested €12 million in capital infrastructure, including the installation of the award-winning signage along the route.40 This investment not only improved orientation and travel experience but also helped to stimulate further investment in the route’s road network.41
• A sustainable destination development strategy. The Wild Atlantic Way’s destination development framework acknowledges that different approaches are required to enhance the competitiveness of each destination as they vary in maturity levels and product development challenges. For example, destinations with high levels of tourism maturity should focus on visitor experience innovation and visitor dispersion, while destinations with lower maturity levels should prioritise product development, improving visitor infrastructure, and building effective local tourism networks.
• Diverse accommodation options. The route has seen and expects a rise in diverse accommodation options such as eco-friendly stays, glamping and nature-based experiences. This variety caters to different types of travellers, from luxury tourists with higher spending to those seeking more sustainable or adventurous options.
38 Failte Ireland - Fáilte Ireland unveils first viewing points along the Burren Discovery Trail
39 Fáilte Ireland (2024), 10 years of the Wild Atlantic Way report
40 Wild Atlantic Way gaining momentum as international tourism route
41 Fáilte Ireland (2024), 10 years of the Wild Atlantic Way report
Case Study 2: Hardanger Scenic Route
General description
The Hardanger Scenic Route is a 158 km driving route in Norway and is one of 18 road routes of the Norwegian Scenic Routes project. The routes are promoted primarily as a high-quality driving experience that combinates nature, roads, architecture, and art, with the uniqueness of the Hardanger route being “mountains, fjords, waterfalls and glaciers”.42
The goal of the project is to “promote local business activities and strengthen rural life” 43 as well as to enhance Norway’s presence in the international tourism market.
The route is located east of Bergen, in the county of Vestland, and is mainly accessible by car, bike, campervans and motorhomes, although some parts can be navigated by public transport, boats and ferry. On the way, visitors get close to fjords, mountains, waterfalls, and Hardanger’s various fruit farms, providing a wealth of opportunities for outdoor activities, including hiking and cycling. Visitors can access unique resting places and viewpoints with innovative architecture and artworks.
Transport modes
There are several transport modes available to navigate the Hardanger Scenic Route, offering flexibility for different types of travellers:
• Getting to the route: Visitors can get to Hardanger by car, with the closest and largest city (Bergen) one hour away. Public transport is also available to get to Hardanger, with train rides running all year round between Oslo and Bergen as well as bus services from Oslo, Bergen, and Stavanger. The closest airport, Flesland International Airport, is located in Bergen about 1 hour from Hardanger.44
• Navigating the route: The Hardanger Scenic Route is mainly accessible by car, with two parts of the route only accessible by ferry. Local bus and boat services are also available in some parts of the route.45 The route can also be navigable by bike.46
Transport infrastructure
The Hardanger Scenic Route consists of four road sections which are alternatives to main national roads with heavy traffic and heavy vehicles: Granvin – Steinsdalsfossen (road 79/49), Norheimsund - Tørvikbygd (road 49), Jondal - Utne (road 550), and Kinsarvik – Låtefoss (road 13). The route is open for traffic all year round while some parts of the roads with low traffic form part of the National Cycle Route 3.47 Only two sections of the route are navigable by local bus services.
The development, maintenance and administration of the 18 road sections of the Norwegian Scenic Routes is responsibility of the Norwegian Public Roads Administration (NPRA), which aim is to maintain the quality of the buildings, viewing platforms, picnic tables, seating and information boards along the
42 Uniqueness of the Scenic Routes | Nasjonale turistveger
44 Hardanger | Planning - Find your way to Hardanger
45 Skyss Line Maps – Voss/Indre Hardanger
46 Hardanger | Nasjonale turistveger
47 National Cycle Routes | Statens vegvesen
route. The county administration (Vestland County Council) holds the responsibility for the county roads that make up the route.
Attractions
The route offers various attractions including waterfalls, glaciers, mountains, fjords and fruit farms along with diverse activities such as cycling, bathing, fishing, hiking and boat trips. Main attractions include the Steindalsfossen waterfall, where visitors can walk behind the cascade without getting wet; the rest area at Steinstøberget with views to the Hardagerfjord and the Folgefonna glacier; and the twin cascades of Låtefossen waterfall.
The rest areas along the route such as Tyrvefjøra, Heraine, Kvanndal and Espenes are an experience themselves with unique architecture and artworks where visitors can also enjoy the scenery. In 2022, the Tyrvefjøra rest area won the Kvam municipality’s Building Award, while the Espenes rest area won the Norwegian Lighting Award for best outdoor project. All of these areas are wheelchair accessible.
Accommodation
The district of Hardanger has a variety of places to stay, and there is estimated to be over 100 accommodation providers in the area.48 Around 40 of these are located in the municipality of Ullensvang, in close proximity to the Hardanger Scenic Route. Options include family-run hotels, guesthouses / bed and breakfasts, tree-top huts, cabins and holiday homes, apartments, and mountain lodges.
Two campsites are located in close proximity to the Hardanger Scenic Route, Kinsarvik Camping with 25 cabins each with 4 to 8 beds, and Trolltunga Camping with rooms, cabins and apartments in different sizes as well as capacity for 60 tents or caravans.
Route promotion
The 18 Norwegian Scenic Routes were first showcased in 2006 in an exhibition in Oslo which later toured around the world to around 17 cities.49
The route is promoted as part of the Norwegian Scenic Routes project by the Norwegian Public Roads Administration (NPRA), which aims to promote local business activities as well as experiences that will encourage longer stays and new visits. For this purpose, the project has a Scenic Routes Forum conformed by representatives of the tourism sector, including Innovation Norway, Norwegian Tourism Partners, Virke Reiseliv (business organisation), Fjord Norway, Visit Northern Norway, Visit Northwest, De Historiske (hotels and restaurants organisation), and Fjord Tours Group. This forum promotes the initiative both within its members' organisations and externally. 50
The Norwegian Scenic Routes project has a dedicated website in three languages which provides information about the initiative and each of its routes, attractions, viewpoints and rest areas. The site also displays an extensive image bank, travel information and useful links for visitors. Information about the project, region, location and installation is also provided at selected rest areas and viewpoints.
The rising number of rest areas and viewpoints throughout the Norwegian Scenic Routes, along with increasing publicity both domestically and internationally, has increased the interest in and support for the project,51 impacting in visitor numbers.52
While the specific impacts of the Hardanger Scenic Route have not been measured, insights from other routes within the Norwegian Scenic Routes initiative offer valuable indications of its potential effects. In Geiranger-Trollstigen and Aurlandsfjellet, tourism businesses along both routes have had a stronger value creation than comparable companies in other regions after important art and architecture installations were completed, attributing the impacts to the investment in amenities, promotion activities and increase in adventure tourism.53 The project has also stimulated other stakeholders to invest in new and improved tourism services.54
The project also contributes to biodiversity and sustainability goals by minimising light pollution in areas with special landscapes. For example, the parking lot at the Espenes rest area has not been illuminated to reduce negative impacts on nature, while the lighting in the building, though designed to highlight it as a landmark, was carefully planned to avoid disturbing the views of surrounding landmarks.55
Tourism control
While the Norwegian Scenic Routes have gained significant popularity among tourists, they have also brought about several negative consequences, such as heavy traffic, illegal parking, wild camping, littering, and pollution from ships. These issues have led to increasing dissatisfaction with the rising number of tourists, particularly during the summer months and towards international visitors.56 57
In response to concerns about overtourism, Innovation Norway decided to pause a campaign promoting Norway as a destination for outdoor tourism this year. This decision was driven by concerns from the tourism industry and local authorities, particularly in areas with high traffic volumes, such as Western Norway, where Hardanger is located. Stakeholders in these regions voiced concerns that an increase in visitors could put pressure on both the environment and local communities. In Hardanger, for instance, the influx of tourists has led to environmental degradation and safety risks, exacerbating long-standing issues.58
To ensure sustainable tourism along the Norwegian Scenic Routes, efforts have been made to improve visitor management. One of the key strategies is promoting off-peak travel seasons to spread tourism more evenly throughout the year and reduce congestion.59 For example, although most people visit Hardanger in spring or summer, visiting during the autumn and winter is also encouraged with the promise of a significantly different landscape with frozen waterfalls, hiking trails covered by snow and apple harvesting.60
57 Tourists accused of ruining Norway despite being ‘99% empty’ | World | News | Express.co.uk
58 Norway Suspends Outdoor Travel Campaign After Overtourism Protests - Life in Norway
59 Sustainable Tourism in the North · Norway
60 Hardanger | Meet Hardanger
In addition, Innovation Norway has taken several steps to prevent overtourism, including not marketing Norway as a cruise destination, promoting low-emission local transport and activities, refraining from financing non-sustainable projects, and providing tools for destination development, such as strategies, training, and courses.61
Towards best practice
The Hardanger Scenic Route is part of a nation-wide initiative that has reinforced the interest in Norway as a destination while ensuring sustainable growth, community involvement, and respect for the environment. Elements of best practice identified in the Hardanger Scenic Route include:
• Sustainable infrastructure development. The route has been designed to integrate seamlessly with the natural landscape, featuring well-planned infrastructure such as eco-friendly rest areas, conservation of natural habitats, and low-impact lighting, all aimed at maintaining high quality while minimising environmental disruption.
• Activities integrated with nature. The route offers a range of outdoor activities, including hiking, cycling, and boat tours, providing visitors to various ways to engage with the landscape. These activities are well integrated into the route’s development and appeal to active tourists and those interested in nature-based experiences.
• A focus on local culture and heritage. The route has been developed with the active involvement of local businesses and communities and highlights not only the natural beauty of the region but also local culture and traditions in Hardanger such as apple cultivation. The celebration of both the landscape and the local people fosters local commitment, stimulates economic development, and encourages a sense of share responsibility for nature and culture preservation.
• Encouraging visits throughout the year. Efforts are made to promote off-season travel through targeted initiatives aimed at attracting visitors during autumn and winter. By highlighting the beauty of winter landscapes, offering outdoor activities available year-round, and promoting seasonal events, tourism demand can be more evenly distributed, helping to reduce pressure on local infrastructure.
Implications arising for the development of the CCR
The Wild Atlantic Way and the Hardanger Scenic Route showcase successful models of scenic tourism, offering diverse attractions and experiences while prioritising accessibility and sustainability.
The 1,600-mile Wild Atlantic Way in Ireland features UNESCO sites, vibrant towns, and immersive Discovery Points, supported by multi-modal transport and diverse accommodations. Meanwhile, Norway’s 158-kilometer Hardanger Scenic Route blends natural beauty with innovative architecture and ecofriendly rest areas, offering activities like hiking and cycling alongside cultural highlights such as apple cultivation. Both routes are also addressing challenges of over-tourism such as congestion and environmental strain through strategies promoting off-peak travel, visitor dispersion, and sustainable practices, aligning growth with environmental and community well-being.
The following key learnings to attract visitors and support sustainable tourism and community growth have been identified as relevant to the CCR:
• Compelling branding and strategic collaboration: Both routes demonstrate the importance of a clear, cohesive brand that highlights the unique characteristics of the route. Effective promotion
through digital platforms, targeted campaigns, and partnerships has driven international and domestic tourism. Collaboration between national organisations, local authorities, tourism operators, and cultural bodies will be integral to the success of the CCR, ensuring alignment with broader tourism and sustainable objectives as well as effective resource sharing.
• Community engagement and ownership: The success of both routes stems from active involvement and buy-in from local communities since their inception. The CCR can incorporate this by supporting community-led initiatives and providing opportunities to showcase stories, regional traditions and crafts along the route. This has the potential to foster a sense of pride and enhance the visitor experience by creating authentic experiences.
• Sustainable tourism: Both routes integrate with the natural landscape, minimising environmental disruption while ensuring high-quality visitor amenities. Integrating eco-friendly design principles into infrastructure such as rest areas and signage, promoting sustainable activities like walking trails and wildlife tours, and enhancing visitor education about conservation can help to minimise the environmental impact of the CCR.
• Diverse and disperse visitor experiences: Both routes offer a variety of activities and accommodation options tailored to different visitor segments, such as nature-based adventures, and cultural exploration. Strategies to disperse visitors and promote off-peak travel have also been critical in managing overtourism. These include emphasising lesser-known areas, highlighting winter and autumn landscapes, and offering off-season experiences and events. This helps attract a broad audience as well as promoting year-round tourism.
• Accessibility and connectivity: Both routes have identified key landmarks and attractions along the route to act as focal points, encouraging visitors to explore lesser-known areas as well as traditional spots. Ensuring the route between these landmarks is accessible via multiple transport modes, including cars, bicycles, and public transport, as well as investing in parking, EV charging stations, campervan facilities, navigational aids and interpretation panels can enhance the visitor experience in the CCR and cater to diverse traveller needs.
7 Challenges and opportunities
Introduction
This chapter sets out the findings from the consultation programme supporting this research. Overall, stakeholders and key informants for the CCR were engaged in three ways:
• A series of 1-2-1 consultations conducted with key informants, engaging with 10 stakeholders in total;
• Two workshops, held on 26th November 2024 in Barrow-in-Furness and Whitehaven, which attracted a total of 32 participants; and
• An online consultation survey distributed to all identified stakeholders, which received 56 responses in total.
The findings from this consultation programme are presented thematically below. The analysis subsequently informs a SWOT analysis.
Consultation engagement findings
Route perceptions
The CCR is not perceived to be an important component of Cumbria’s visitor economy currently. However, there is a sense that the route could become a strategic tourism asset in future, which helps to unlock new tourism opportunities and meet unmet visitor demand.
There is a strong understanding amongst stakeholders of the strategic ambitions for the route as part of Cumbria’s DMP, and the role it could play in opening up less-visited parts of Cumbria. The CCR is seen as important for developing tourism in the county and ensuring tourism benefits are county-wide. It is also considered by stakeholders as important for making the case for investment wider than tourism.
Views on the importance of the CCR to Cumbria’s visitor economy currently are mixed. Most respondents to the survey didn’t consider the route to be hugely important for tourism in the county currently. Survey respondents were asked to rank how important the CCR was to the visitor economy currently, with 1 being not important and 5 being very important. Most respondents ranked the route 2 (20%) or 3 (18%). A large proportion also said they weren’t sure (18%). In elaborating on answers, respondent stated they didn’t know much about it, or they were concerned about CO2 emissions from campervans.
However, views on the future potential for the route were positive. Consulted stakeholders are positive about the role that the CCR can play in Cumbria’s visitor economy. Some 71% of survey respondents said that they believe the CCR will help fill unmet needs and demands from visitors. In addition, 27% believed it would be beneficial across the wider North West, 27% believed it would benefit just the Cumbria region, and 17% believed it would only be beneficial along the route.
This suggests that the route in its current state isn’t very significant to the region, or little is known about it. However, with development and investment, it is considered that the route can open up new opportunities.
Percentage
of respondents who believe development of the CCR will fill unmet needs and demands from visitors
Barriers and challenges
A critical challenge for the CCR is significant gaps in the route for active travel users. There are also considerable gaps in terms of accommodation and service provision of an adequate level and quality to support an increase in visitors. Access to funding to address infrastructure gaps is also a key challenge. Other challenges include reliability of public transport links, and attractiveness of some towns and settlements that the route passes through.
A critical challenge for the CCR is that there are significant gaps in the route outside of the main designated road route. In many cases, this is due to the absence of key infrastructure – bridges/viaducts over estuaries, for example, or incomplete traffic-free active travel routes (e.g. in NCN72, and between this route and NCN70). It was also highlighted that some infrastructure components (e.g. rail) is now dated/old, or beyond its intended lifespan, and in need of replacement. Given that in a number of places, the A595 is unsuitable for non-motor vehicle users, use of public transport would mean that walkers/cyclists would effectively miss out chunks of the CCR. The most commonly cited challenge by survey respondents was the lack of sufficient infrastructure to support sustainable visitor transport. Over a quarter (26%) of respondents citing this as a key challenge, emphasising the message from consulted stakeholders.
Road capacity (18%) was also an important challenge for survey respondents. Allied to this, the reliability and capacity of public transport to support non-road route users was also considered problematic.
Other gaps were also highlighted by stakeholders. For many, the availability of accommodation of sufficient quantity and quality was identified as a particular gap. Some good independent accommodation provision was noted, but this is at small scale, and lots of existing accommodation was considered below-par – though arguably to be expected given that parts of the route are not welldeveloped as a visitor destination.
Whilst some stakeholders considered that the route and its visitor offer is relatively well-developed at southern end of route, many considered that elsewhere is less developed. Visitor services were identified as a particular gap/challenge in middle and northern sections of the route. This is arguably contributing to the route’s performance in terms of awareness (highlighted by some consultees, and 16% of survey respondents).
Cumbria
In line with the discussion above, investment and funding for infrastructure and essential services is a critical challenge. It was noted by some consultees that funding to support active travel routes and associated activity is increasingly constrained. There is an investment requirement for some assets too, to make them more accessible for likely and anticipated users of the CCR.
It was noted by a number of stakeholders that some areas, towns and settlements that support parts of the route are run-down, and in need of regeneration and revitalisation. This creates an image/perception issue: often, settlements are considered to be in the right place to support tourism but lacking the attraction factor to allow the visitor economy to grow in these places.
Other challenges cited include spatial planning barriers for things like accommodation and parking, and waste management.
A number of stakeholders noted that visitor management is already an acute challenge for the central Lake District. Promotion and subsequent success of the route may mean that visitor management could become a challenge for the CCR, especially in western dales and valleys.
Respondents also noted that development of the route needs to be careful to not attract more road traffic, and therefore damage the natural environment. The idea of promoting motorhomes was particularly concerning, as there were fears regarding waste management and consequential environmental damage.
A final challenge is around managing expectations, principally amongst both stakeholders, of what the route might offer, versus what can realistically be delivered through its future development. There is some suggestion that expectations may need to be tempered in terms of what can be achieved through the route’s enhancement.
Main Barriers and Challenges to Successfully Developing the CCR
Insufficient infrastructure to support sustainable visitor travel/ transport
Constrained road capacity
Awareness of Cumbria's coastal area as a destination
Constrained supply of visitor accommodation in less wellknown and less-visited parts of Cumbria
Perceived geographical accessibility of less well-known and less visited parts of Cumbria
Quality of visitor hospitality and accommodation offer in less well-known and less visited parts of Cumbria
Comparative attractiveness of the route versus other tourist routes in the UK
Attractiveness of less well-known and less visited parts of Cumbria versus core visitor economy areas
Limited attractions or assets outside of Cumbria's core visitor economy areas
Required investment and upgrade
Investment in infrastructure is critical for the route’s success. This is principally for transport and active travel infrastructure, without which there is no complete multi-modal route, but also investment in supporting service infrastructure to meet visitor needs.
The highlighted challenges regarding gaps in infrastructure, and in active travel infrastructure in particular, can be considered key to developing a complete route. As such, these are critical investment requirements, since the CCR arguably cannot be seen as a complete route currently in terms of multimodal travel. Survey respondents also suggested that there should be separate cycle or active travel paths and quiet lanes away from motor traffic. Road widening (including crawler lanes) was also suggested, as some of the sections of road across the route are particularly tight, such as the pinch point near Duddon Bridge (A595). Sufficient transport planning will help to increase safety along the route and lower risks of collisions. This may include identifying suitable minor roads as alternative and complementary routes, to accommodate non-motor route traffic, or as suggested by one consultee, making use of disused railways.
Adding to this, respondents believed there was scope for improvements to infrastructure along the route. If the route is to encourage more motorhome traffic and usage, then there needs to be more campsites and overnight parking areas.
Stakeholders also highlighted the need for investment in public transport. This included the need for rail upgrades on both lines and rolling stock, and increasing rail and bus capacity to accommodate more route users, bikes, etc. as well as implementation of solutions like integrated ticketing, and demandresponsive transport.
Support existing facilities to be more tourist friendly for overnight stays is also necessary. Each stage of the route has varying facilities, and parts can be quite sparsely populated. Thus, sufficient facilities would be required to ensure an adequate level of service infrastructure to accommodate and increase in the number of visitors.
An integrated public transport system with bus and rail access was also frequently suggested, including using the disused railways as bridleways. Effective waste management for motorhomes was also a concern, due to fears that campers may not use car parking facilities and instead use their vans in ways that harm the community. Finally, the introduction of more accommodation is needed, as each stop along the route has varying facilities, and parts of the route can be quite sparsely populated.
Opportunities and assets to capitalise upon
Key opportunities for developing the route lie within Cumbria’s natural assets and landscapes, food and drink offer, and culture and heritage (particularly its industrial heritage). Being able to join up assets and develop a critical mass of attractors at key points of the route is seen as vital to realising opportunities. The possible role of the CCR in driving wider regeneration is also considered an important opportunity.
A number of opportunities for developing the CCR route were highlighted by stakeholders. A key theme across identified opportunities was maximising the potential of existing assets, and ensuring that there was co-ordination and joining up of assets, products and locations to provide a coherent multi-user route that extends beyond the road route that currently exists.
Connecting assets and products was mentioned a number of times by consulted and surveyed stakeholders, with some advocating the joining up of attractions (either thematically or on basis of geographical proximity) and opening up of lesser-known areas of the coast. One stakeholder suggested that there was potential to develop nodes to reach a number of local attractions based on public transport hubs in Cumbria’s coastal towns. It was highlighted that this approach would align with the strategic objective to ‘attract and disperse’ visitors.
Stakeholders also thought that the route created opportunities for sustainable, nature-based tourism that promoted health and wellbeing (with one consultee noting the opportunity to develop Cumbria’s positive ‘green story’), as well as developing a restorative or regenerative tourism offer. Cumbria’s natural assets outside of the Central Lake District were highlighted as being both high-quality and under-utilised (with one consultee suggesting that some sections of the route were world class). Other stakeholders noted the possibility of developing spurs of activity off the CCR and into Cumbria’s western dales and valleys. Overall, the coastline and landscape were considered a “stunning, amazing, under-utilised resource” that was critical for attracting visitors to this area (and out of the central Lake District).
The food and drink offer in the area was also highlighted as an opportunity. Stakeholders noted that there were some gems along and in proximity to the CCR, whilst in other areas, developing the food and drink could be used as driver. However, there was recognition that a co-ordinated development and promotion approach would be required, with the route’s food and drink offer considered relatively un(der)developed compared to other destinations. One survey respondent cited the Cumberland Food and Drink campaign as doing a great deal of work in this area of the visitor offer, which could be capitalised upon.
The area’s strong culture and heritage offer – and specifically its Roman history and assets, historical homes and castles, and industrial heritage – was highlighted. This could serve as a useful counterpoint to the region’s natural assets and help to broaden the visitor appeal in lesser-visited areas.
In terms of specific attractions and assets that should be included in the expanded CCR, the number of attractions was considered sufficient, but respondents believed there needed to be significant development of other visitor economy assets and services to build a critical mass for the route. In line with observations above, stakeholders consider that the food, drink and retail offer need to be strengthened. It is worth noting that residents preferred the option of having sensitive small-scale developments along the route so as to not negatively impact the area’s natural assets, and prioritising active travel along the route (walking, cycling).
Tourism-driven regeneration was also discussed by stakeholders. For some, the potential for the CCR to drive regeneration in the towns and settlements on Cumbria’s coast was a significant opportunity. Much has been made of culture-led regeneration in recent years (for example on Dundee’s waterfront around the V&A Dundee), but a sustainable and responsible approach to development of the CCR could drive wider socio-economic regeneration.
Another opportunity that was highlighted was the ability to ‘package’ Cumbria’s visitor offers. Some stakeholders suggested that there was an opportunity to put packages together for visitors to cover the route and to travel more sustainably across different modes than solely in private vehicles. This packaging may also be able to link to attractions outside the region in future, such as Eden Project North at the southern end of the route, and the Star of Caledonia at Gretna, just north of the route’s terminus in Carlisle.
Anticipated benefits
A developed CCR has the potential to drive wider economic, social and community benefits. However, there is a concern that any benefits may be outweighed by negative impacts on the host communities.
Views from stakeholders on whether the expanded CCR route could bring economic and social/community benefits were somewhat mixed.
Some stakeholders considered that if successfully developed, the CCR could attract more businesses and jobs, as well as increasing connectivity with other areas. An improved economy though a diversified economy and business base allows for more local investment, which could contribute to built environment enhancements, greater community participation and increased pride in place. Over the longer term, it could help to promote and enhance socio-economic resilience. It would also serve to develop tourism outside of the central Lake District.
Another anticipated benefit identified by consultees was improved physical and mental health and wellbeing. Firstly, the increase of active travel routes encourages more residents as well as visitors to partake in physical activity. Secondly, the increased connections between more isolated areas can result in mental health benefits as this may help to combat feelings of isolation amongst residents in more isolated communities.
A successful CCR also offer the opportunity to broaden the current visitor profile in Cumbria. There is potential to attract a number of different market segments through improved offers and products on the route, in addition to increasing visitor volume and value in more peripheral parts of Cumbria and attracting visitors out of the central Lake District.
However, other stakeholders believed that any benefits secured through the CCR’s development would be limited. Some stakeholders raised concerns that existing residents, and particularly those working in low-skilled or low-paid jobs in the visitor economy (and indeed in other sectors), would be priced out of homes by wealthier, higher-spending visitors, and thus having a detrimental impact on the existing communities.
SWOT
The assessment of challenges and opportunities as set out in the discussion above inform a SWOT analysis for the CCR’s development, which is presented overleaf.
Strengths
• High quality natural assets including coast and landscape
• High proportion of tourist attractions and assets in Cumbria within 5 miles of the route, as well as top 810 attractions in Cumbria within Westmorland & Furness
• Existing road and rail routes on which to build a multi-modal route
• Existing brand on which to develop the route proposition
• Coastal Cumbria is under-developed as a visitor destination – there is capacity to develop the route
• Strategic commitment through DMP and stakeholder intent to develop the route
• Offer on the route is particularly well developed at the southern end of CCR, around South Lakes peninsulas/Furness
• Clusters of new and ongoing development of visitor products along the route, e.g. in Maryport, Whitehaven and Carlisle
Opportunities
• Potential to develop the storyline of the route, something to glue the whole thing together
• Transforming the food and drink sector along the route to transform the offer and its quality
• Co-ordinating across assets and products to develop a critical mass of attractors
• Maximising natural environment, existing offer across culture, food and drink, etc. to develop a strong portfolio of products
• Wider socio-economic benefits and improvements
• Uplift and improvement to urban fabric through tourism-driven regeneration
Weaknesses
• Not currently viewed as an important visitor economy asset for Cumbria
• Significant ‘gap’ between Barrow and Ravenglass for active travel in particular, effectively preventing a multi-modal route
• Lack of critical mass in supporting infrastructure, services and accommodation to make the route a success
• Unreliability of public transport, and age of supporting transport infrastructure
• Quality of accommodation and service product is low at certain points along the route
• Limited availability of eTourism and online booking facilities to support trip planning
• Lack of travel-trade ready product
• Planning/consenting constraints for accommodating overnight stay/hook-up infrastructure and waste management
• Undeveloped nature of some products, e.g. food and drink
Threats
• Ongoing nature of perception of CCR
• Attainability of global route status for CCR, or just acceptance of lower status
• Position of tourism in list of commercial priorities for organisations
• Possible saturation of the market place for visitor/tourist routes in UK, and more widely.
• Access to funding/financing in a period of ongoing public sector financial constraint, and competition for funds where these are available
• Negative perceptions of visitor routes based on experiences/evidence elsewhere
• Proximity to world-renowned tourism destination in Lake District NP/UNESCO World Heritage Site
• Impact of nearby non-tourism economic activity on the route’s attractiveness
• Current status as a dedicated motorhome route may act against its development as a multi-modal route
• Likely long-term nature of development project for route may actually hamper its promotion
• Potential visitor levy within the Lake District National Park may discourage visitors elsewhere in Cumbria
8 Key findings summary
Introduction
This section draws conclusions and implications from previous sections for the CCCR and provides a summary of key themes and development opportunities that will enhance the route’s appeal as a travel destination while promoting sustainability, accessibility, and local economic development. The anticipated benefits from these development opportunities include:
• Economic Growth: Increase tourism-related businesses and jobs, enhancing local economies.
• Broadened Visitor Base: Attract diverse market segments and encourage visits to less central areas of Cumbria.
• Health and Wellbeing: Encourage physical activity through active travel and enjoyment of the natural environment.
As with any visitor economy initiative, potential challenges of balancing tourism development with the protection of natural assets and engagement with communities need to be managed to ensure that communities around the CCR route benefit without being displaced and the environment can continue to flourish and be enjoyed.
Recommendations for key themes
In any tourism landscape, destinations must adapt to the evolving needs of visitors and capitalise on their natural and built assets. The following key themes have emerged and are recommended to take forward to enhance visitor experiences, services and infrastructure, as well as supporting local businesses and communities. By investing in the CCR with outdoor recreation, accessibility, cultural engagement and sustainability Cumbria can be positioned as attractive, inclusive, and forward-thinking. Each theme outlined below builds on Cumbria’s existing promotional themes and offers a pathway to elevate the overall appeal of the CCR and resilience of the visitor economy across Cumbria:
• Outdoor and Adventure: Improve active travel options, including cycling and walking paths, with necessary infrastructure upgrades.
• Accessibility: Enhance access to the coastal area by expanding public transport, addressing uneven pathways, implementing integrated ticketing, information and wayfinding, and ensuring accommodation is inclusive along the CCR route.
• Food and Drink: Develop and market a local food and drink experience, highlighting regional specialties and encouraging culinary tourism.
• Culture and Heritage: Strengthen the connection between cultural sites and travel routes, with a focus on local history, industrial heritage, and Roman assets.
• Slow Tourism and Wellbeing: Promote extended stays with wellness-focused and immersive experiences.
• Visitor Services: Expand modern services expected of visitors, including EV charging points, motorhome waste disposal, and quality amenities including accommodation and toilets.
• Sustainability: Foster partnerships for eco-friendly travel and infrastructure and adopting a regenerative approach to ensure low-impact tourism.
Potential development opportunities
The following opportunities have been identified as best projects for the future development of CCR and aim to provide a roadmap for enhancing CCR’s offer while fostering sustainable tourism and socioeconomic benefits:
1. Route storytelling and branding
• Create a unified brand for CCR and cohesive narrative to connect key attractions.
• Emphasise themes of slow tourism, heritage and cultural exploration, outdoor, natural environment and health benefits.
• Create compelling marketing strategies with digital promotion, domestic and international marketing campaigns.
2. Sustainable tourism
• Promote off-peak travel and disperse visitors to lesser-known areas.
• Promote health, wellness, and green tourism experiences.
• Encourage eco-friendly infrastructure to minimise environmental disruption while ensuring highquality visitor amenities.
3. Coordinate tourism asset clusters and integration
• Join up attractions geographically, supported by wider visitor economy offer.
• Coordinate thematic clusters, maximise natural environment, existing offer across culture, food and drink to develop a strong portfolio of products.
• Create nodes around public transport hubs to disperse visitors effectively.
4. Tourism diversification and innovation
• Encourage development of varied activities aligned to themes such as outdoor adventures, cultural events and wild swimming.
• Encourage development of pop-up campsites and business-based parking solutions.
• Explore river crossings with integrated art installations to enhance walking and cycling routes.
• Integrate transportation, ticketing, and accommodation packages.
• Promote off-peak travel and lesser-known areas to manage tourism flow.
5. Food and drink sector transformation
• Encourage development and promotion of local food and drink offerings across the culinary coast
• Create food trails and culinary experiences, including seafood and local produce.
6. Culture and heritage enhancement
• Package cultural attractions to appeal to diverse visitor segments aiming to enhance the visitor experience by creating authentic experiences.
• Highlight industrial heritage, Roman history, and historic sites.
7. Infrastructure development
• Expand EV charging networks.
• Develop accommodation offers across the route including “glamping” to support farm diversification.
• Improve walking and cycling infrastructure across the route including investing in cohesive wayfinding and facilities such as solar showers.
• Ensure reliable public transport connections and public transport integration.
• Enhance parking facilities for motorhomes and provide affordable or free parking options.
• Specific investment focussed on each stage:
o Morecambe Bay to Ulverston. Targeted investment in walking and cycling infrastructure to connect the route should be an area of focus.
o Ulverston to Haverigg. The plans to extend the King Charles III path around the estuary will improve the walking offer. Realising investment ambitions for walking and cycling infrastructure alongside the Grizebeck Bypass will improve connectivity on this stage.
o Haverigg to Seascale. A degree of investment across all transport modes to realise its potential and includes a specific focus on wayfinding for walking and cyclists, enhanced and integrated public transport provision, and the provision of parking and facilities for motorhomes.
o Seascale to Maryport. Continued investment in the road network, with a targeted focus on parking/facilities for motorhomes and improvements to walking and cycling infrastructure.
o Maryport to Carlisle. wayfinding and visitor services for walking and cycling routes.
8. Tourism-driven regeneration via collaboration and partnerships
• Foster local community involvement to build ownership and pride.
• Enhance collaboration among national organisations, local authorities, and businesses.
• Drive business growth through tourism-driven business development and support.
9. Marketing and promotion
• Focus on slow and active travel options, outdoor and nature tourism targeted at domestic and international market segments.
• Use digital platforms for targeted campaigns and partnerships.
• Explore opportunity to use apps/webapps to support the promotion of the route.
Next steps
The Evidence Summary was used to inform the next tasks to develop the Viability report:
• Assessment of Potential - A scoring framework/matrix will be developed, through which a hierarchy of individual, and potentially collective developments that are suitable to act as attractors for visitors is set out.
• Development Opportunities – Assessment of the impacts of each development opportunity for CCR identified in the Evidence Summary will be conducted. The matrix will be designed with client input, considering the critical success factors identified from desk research as well as key criteria that will demonstrate strategic fit and benefits to stakeholders. It is envisaged these will include:
• Potential to attract visitors – and increase spend to outlying areas.
o Potential to drive regeneration and create jobs, underpinning a resilient supply chain.
o Potential to support place shaping, celebrating cultural, arts and heritage assets and to challenge and change perceptions and increase pride in communities.
o Sustainable / Environmental / Regenerative Tourism
o Accessibility
o Collaboration / Partnerships
o Level of investment and funds required for infrastructure
o What business support and marketing would be required Each opportunity will be assessed against the criteria to complete the framework, then opportunities will be prioritise based on an overall scoring. This will be shared with the steering group at a workshop to discuss, obtain feedback and start to identify the most relevant target markets and segments for each theme.
A.1. Visitor economy data insights
Occupancy
There has been a significant increase in the occupancy rate of self-catering accommodation in Cumbria, with 2022 representing an increase of 30% on the 2013 levels, before decreasing slightly in the most recent figures. The occupancy rate experienced a significant decrease in 2020 figures due to the impact of the pandemic.
Figure A1.1: Average annual occupancy rate of self-catered accommodation stock in Cumbria based on 2013 baseline, 2013-2023
Source: Cumbria Tourism 2023
Cumbria’s occupancy has increased significantly since 2013 (+12%), as illustrated by Figure A1.2. Two obvious outliers are in 2018, where the weather storm early in the year, among other issues such as Brexit impacted on the occupancy rate, and in 2020, when the pandemic prohibited people from going on holiday.62 However, in the following years this has surpassed pre-pandemic levels.
Figure A1.2: Average annual occupancy rate of serviced accommodation stock in Cumbria based on 2013 baseline, 2013-2023
Table A1.1 shows the age of visitors to Cumbria in 2018 and 2022. Over the four-year period, the number of older people visiting the region has decreased. With those aged 60+ comprising just 13% of total visitors in 2022, down from a third in 2018. Conversely, the number of people aged 25-49 has significantly increased over the period, now comprising over half (52%) of all visitors, up from 29% in 2018. Within this group, those aged 35-44 has been the fastest growing demographic, increasing by 9% over the period.
Table A.1.1: Cumbria visitor age, 2018 and 2022
Self-Catered Accommodation – including hotels, guest houses and B&Bs
Alongside this increase in occupancy rates, both inside and outside of the National Park, there has been a rise in the provision of self-catered accommodation across Cumbria. In the last four years (2019-2023) the self-catered accommodation bedspace volume has increased by +623 bedspaces (+1.5%). self-catered accommodation inside and outside the National Park saw self-catered bedspace accommodation increase by the nearly the same rate, +1.5% (+251) outside of the National Park and +1.6% (+372) inside the National Park Within the self-catered offer, occupancy within the National Park sits at a yearly average of 64% in 2023 down from 71% in 2022, occupancy rates differ outside of the National Park at 52% in 2023, up from 51% in 2022. While occupancy rates remain lower outside of the National Park the increasing rates compared to decreasing rates within the National Park may suggest a growing customer base. The volume of self-catered bedspace has remained largely static across the period 2019-2023.
Cumbria Tourism 2022
Figure A1.3: Party sizes of Cumbria visitors
Cumbria Tourism 2022
Source: Cumbria Tourism, 2023
There is a significant level of variation in the monthly occupancy rate for self-catered accommodation in Cumbria, with that of the Lake District Area remaining much higher than the Rest of Cumbria Area across the entire year. The occupancy rate in the National Park area remains higher than three quarters from May into September, with the highest level recorded in August at 91%. However, this drops significantly into the winter months, with just over a quarter (28%) of self-catered bedspaces in the National Park occupied in January. The occupancy rate in the Rest of Cumbria Area is more inconsistent during the summer months, decreasing in between months during peak tourist season. The occupancy rate for selfcatered bedspaces in the Rest of Cumbria Area also peaks in August at 81% before dropping to 19% in January as illustrated in Figure A1.5.
A1.5: Monthly room occupancy for self-catered accommodation, Lake District area, and Rest of Cumbria, 2023
District Rest of Cumbria
Source: Cumbria Tourism, 2023
Serviced – including houses/cottage and flats/apartments
In 2023, there were an estimated 30k serviced visitor bedspaces across Cumbria, 58% of this bedspace lies within the National Park with the remaining 42% outside of the National Park. Occupancy in all of
Figure A1.4: % Change in Self-Catering Accommodation Bedspace, 2019-2023
Figure
Cumbria’s serviced accommodation was 67% in 2023, up from 63% in 2022. Occupancy rates in serviced accommodation vary based on location (within and outside the National Park, size of establishment and star rating.) Within the National Park, serviced accommodation occupancy rates were 67% in 2023 (up 3 percentage points since 2022 from 64%). Outside of the National Park serviced accommodation occupancy rates in 2023 were 65% up from 61% in 2022. Moreover, the type of guests and length of stay differed between those staying in serviced accommodation in and outside the National Park. On average, guests staying inside the National Park averaged 2.0 nights, while those outside of the park stayed for 1.7 nights. 11% of guests staying in serviced accommodation in the National Parks were overseas guests, while this was just 1% for serviced accommodation outside of the National Park.
As shown below, Cumbria saw a small increase of +389 serviced bedspaces between 2019-2023, roughly an increase of 1.3%. Within the National Park, despite a recent fall in occupancy rates, there was growth in serviced bedspaces at +149 (+1.0%). The rest of Cumbria saw a more rapid, though still steady, rise in serviced bedspaces at +240 (+1.7%). This suggest of the growth in serviced bedspaces, 62% of new serviced bedspace in the county between 2019-2023 were located outside of the National Park.
Figure A1.6: % Change in Serviced Accommodation Bedspace, 2019-2023
Cumbria Total
Rest of Cumbria
Lake District
Source: Cumbria Tourism, 2023
Figure A1.7 shows the room occupancy rate for serviced accommodation split over the year in the Lake District National Park area, and in the rest of Cumbria. Over the entire year, the occupancy rate in the Lake district is slightly higher (+2%) than the rest of the region, and particularly so in the main summer tourism months from May to September. During February and April however, the occupancy rate in the rest of Cumbria is higher (3% and 5% respectively) than in the Lake district area. Figure 4.6 also shows that, while occupancy in the Lake District peaks in mid-summer, for the rest of Cumbria, the occupancy rate shows a gradual increase throughout summer, peaking in September. This may indicate a smoothing of occupancy, and dispersal of tourism impacts across the rest of the year, which is one of the key impacts of the Cumbria Destination Management Plan.
Figure A1.7: Monthly room occupancy for serviced accommodation, Lake District area, and Rest of Cumbria, 2023
Source: Cumbria Tourism, 2023
Lake District Rest of Cumbria
Methods of transport by Cumbria visitors vary as shown in Figure A1
Figure A1.8: Main modes of visitor transportation type to and around Cumbria63
Cumbria Tourism 2022
Table A1.2: Cumbria attractions
Visitor spend
Expenditure and activities
Figure
A1.9: Visitor expenditure £ new and repeat visitors
Tourism 2022
Figure A1.10: Visitor expenditure £ per person by geography
Cumbria Tourism 2022
Figure A1.11: Visitor expenditure £ per person by accommodation type
Tourism 2022
The most common expenses for visitors to Cumbria was on accommodation, costing £41 per person, per day, and £121 per group, per day, as shown in Figure A1.11. Other significant expenses included food and drink (£68 per group and £24 per person), gifts and souvenirs (£26 per group and £9 per person), and shopping for daily basic needs like food and toiletries (£22 per group and £8 per person).
A1.12: Visitor spending by expense type
Tourism 2022
Figure
Cumbria
Cumbria
Figure
Cumbria
Allerdale Barrow
Carlisle Copeland Eden South Lakeland Lake District Rest of Cumbria
Serviced Self-catering Caravans Camping Motorhomes Frinds and Family
A.2. Stakeholders consulted and survey respondents
1-2-1 consultees
Gill Haigh
Gemma Procter
Helen Tate
Cumbria Tourism
Cumbria Tourism
Cumbria Tourism
Mark Holroyd Forestry England
Emma Moody Lake District National Park
Owain Roberts
Alexandra Greenwood
Tom Waterhouse
Alex Miller
Northern Rail
S-Cape Travel
Stagecoach
Sustrans
Sean Parnaby West Port
Workshop consultees
1
Joanne Arthur Moresby Hall
Paul Walker Cumberland Council
Marc Goodwin Resident, Whitehaven Town Cryer, Mott Macdonald
Fiona Ball Motorhome User/CAMPRA member
Colin Bell Maryport Town Council
Warren Birch Westmorland & Furness Council
Sue Clarke Cumbria Tourism
Roger Dobson Cumberland Council (did not attend but received workshop slides)
Deanne Shallcross, Whitehaven Harbour Commission (did not attend but received workshop slides)
Barry Maxey Wallsend Guest House (did not attend but received workshop slides)
Stephanie Eilbeck Moresby Hall
Jen Garrick Rosehill Theatre
Naomi Kay Solway Coast National Landscape
Tony Markley Cumberland Council (did not attend but received workshop slides)
