Cumbria Tourism is the official tourist board for Cumbria and the Lake District and an accredited Local Visitor Economy Partnership (LVEP). Founded as the Cumbria Tourist Board in 1974, it is a membership organisation that represents more than 4,500 tourism-related businesses. It promotes the county to regional, national and international audiences, including through its consumer brand, Visit Lake District.

Cumbria’s visitor economy is worth £4.7bn. Cumbria Tourism is 97% commercially funded and reinvests any profits into its members and the wider industry. Its work covers marketing, PR, research, skills and advocacy. Its priorities include growing overnight stays and visitor spend, promoting Cumbria as a year-round destination, and encouraging visitors to explore lesser-known parts of the county. It also runs the Cumbria Tourism Awards and the Tourism Talent Hub.