Cumbria struggles to attract international tourists post Covid pandemic

Friday, December 30, 2022

The tourism revival in Cumbria, a county in northwest England, post the Covid-19 pandemic has been far from satisfactory. Only one percent of visitors were from abroad in 2022, down from 15% in 2019, Cumbria Tourism reported.

The reason behind the poor show by the tourism sector has been attributed to rising living costs and a reluctance to travel in the wake of the coronavirus pandemic, BBC News quoted Gill Haigh, managing director at Cumbria Tourism as saying. However, she said the county was attracting more younger visitors.

In total, 65% of visitors to Cumbria this year were aged between 25 and 59, up from 45% in 2018.

Cumbria Tourism had been touring schools and colleges to try and get younger people, or those wanting a job change, to consider the hospitality industry, the tourism official noted.

Haigh said businesses were rising to the challenge of coping with less resources, for example, reducing their menu options and changing opening times. But she also stressed on the fact that the customer experience should not be damaged.

“We’ve just done a visitor face-to-face survey and satisfaction rates, including value for money remain really high, which is very positive,” she added.

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