Interview with Amanda Shaw on Cumbria Tourism’s Vision and Strategies

Tuesday, February 6, 2024

At the World Travel Market, London 2023, Travel And Tour World came across the genius Amanda Shaw, who is the project officer at Cumbria Tourism. She is a seasoned project manager with strong marketing and project management abilities. In addition, she earned her Postgraduate Diploma in Management Studies from the University of Central Lancashire, which paved the way for procuring an outstanding track record of completing projects and marketing campaigns for the public and private sectors.

Travel And Tour World: Amanda, what’s the driving vision behind Cumbria Tourism for the Lake District?

Amanda Shaw: Our goal is to position Cumbria as Europe’s top rural tourism destination. This ambition demands collaboration with the commercial sector and significant improvements across various fronts. Since the WTM 2023 is an amazing opportunity, it is needless to say that businesses like us get to make contacts and spread awareness for the same. 

Travel And Tour World: Can you tell us more about Cumbria Tourism’s role and collaborations?

Amanda Shaw: Certainly. We’re a membership organisation and the official Local Visitor Economy Partnership for Cumbria. Our priority is to maximise the reputation of the Lake District, Cumbria and support our member businesses.

Travel And Tour World: What kinds of attractions does Cumbria offer to visitors?

Amanda Shaw: From enjoying outdoor activities in the stunning landscape to enjoying arts, culture and heritage attractions, Cumbria caters to a wide range of interests and offers a diverse range of experiences. There is something for everyone!

Travel And Tour World: How is Cumbria Tourism adapting to the changing market?

Amanda Shaw: We’ve seen rapid growth, particularly in international markets while maintaining a strong domestic base. We’re actively engaging with global partners, including upcoming visits to India to connect with travel and tour agents.

Travel And Tour World: What are your expectations from WTM 2023?

Amanda Shaw: WTM provides an invaluable platform to meet industry professionals, tour operators, and agencies. These interactions often translate into captivating travel narratives that promote Cumbria.

Travel And Tour World: How is Cumbria Tourism leading in sustainability?

Amanda Shaw: We’re committed to sustainable tourism, with several projects underway to promote environmental stewardship while continuing to build our international presence.

This encapsulates the essence of our conversation with Amanda Shaw, highlighting Cumbria Tourism’s strategic vision, commitment to sustainability, and efforts to enhance global connectivity.

« Back to Page

• Cumbria’s tourism transformation: Sustainable and scenic

• Cumbria struggles to attract international tourists post Covid pandemic

• Cumbria launched new tourism marketing campaign

• Cumbria absolves tourism of blame for spike in Covid cases

• Tourism businesses were requested to participate in Bloom contest in Cumbria