Tourism is a major part of Cumbria's economy supporting almost 75,000 jobs and worth £4.6 billion.
And yet there are challenges.
Cumbria Tourism, the organisation which represents over 4,500 tourism businesses, says visitor numbers are still below those recorded before the pandemic.
While initial soundings from the sector this summer show the fine weather has helped attract visitors back to Cumbria, final figures won’t be known until the autumn.
For the newly appointed chair of Cumbria Tourism a busy time in office looks inevitable.
Mark Holroyd has worked in tourism in a wide range of roles and is the head of recreation and communications for Forestry England in the north.
He’s been talking to Business Crack’s Nigel Thompson:
