Discover Carlisle

Carlisle City Council recognised that the City of Carlisle needs it's own dedicated tourism marketing resource, to tackle 4 major tourism issues that have historically adversely affected the tourism performance and economic benefit to the city. These include:

• Improving the quality of the visitor experiences
• Marketing and raising the awareness of Carlisle
• Improving leadership by strengthening Carlisle's visitor economy vision and strategy
• Improve quality and profitability of the business and conference market for Cumbria

Visitor and non-visitor research conducted in recent years shows a lack of understanding of the Carlisle "offer", and a perception that the quality of accommodation, shopping and scenery is not high. Carlisle is viewed, particularly by non-visitors as an industrial city or as a gateway to Scotland, the Lake District and Hadrian's Wall. However, people do perceive Carlisle as being historic and easily accessible which are assets that must be built upon.

The challenge therefore, is to improve the appeal of Carlisle as a destination, by raising the quality and diversity of the offer, and communicating these improvements to markets that are more inclined to visit. As well as improving communications, it also means rationalising current marketing and communications activity, as well as persuading the private sector to joint fund key activities.

There is also a major role to play in leadership and co-ordination in terms of tourism related activities and capital programmes. This includes events, public realm and infrastructure.