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					Final Press Release

Research Proves Visitors are Coming for Fells and Fodder
Taste Cumbria Announces Groundbreaking Industry Conference on Food Tourism

Recent STEAM figures reported that £429m was spent by visitors to Cumbria on food
and drink in 2011, food and drink represented the highest spend of any other
tourism activity in the county – even accommodation.

Taste Cumbria recently commissioned a groundbreaking piece of Food Tourism
research, which will be revealed at a conference held at Dovenby Hall on Friday
28th September in advance of the Taste Cumbria Food Festival in Cockermouth.

Food Tourism Manager, Mary Houston, says, “The research confirms what we’ve
always known, food, drink and agriculture in Cumbria are vital to our visitor
economy, and the demands of our visitors need to be better understood and

Food Tourism in the UK is definitely on the rise - the report, prepared by Red
Research, states that £21.1 billion pounds was spent on eating and drinking on day
trips alone in Britain, 41% of the total expenditure of the day out.

Food Tourists are likely to spend more in the region, average spend on a day trip in
Cumbria was reported at £33, rising to £42 where the main activity was going out for
a meal.

Mary Houston adds, “Our research indicates that food tourism in Cumbria is worth
£2.2 billion annually and supports 56,000 jobs in the region. The Lake District tops the
list of foodie destinations, followed closely by London and Yorkshire. Clearly, food is
fast becoming a main driver for tourism in the region, and this is something we need
to capitalise on.”

The conference will feature a key note speech from James Rebanks, Hill Farmer &
Rural Campaigner followed by a “Question Time” panel discussion.
Panellists include Observer Food Critic Jay Rayner, CEO Slow Food UK Cat Gazzoli,
and CEO of Natural England Poul Christensen, and the Hill Farmer broadcaster Eric
Robson, who is also the Chairman of Cumbria Tourism.
Members of the press are welcome to attend the conference which starts at 12pm,
to book your place contact: or ring 01757 268283

Notes to editors:
        Taste Cumbria is supported by Defra’s Rural Development Programme for
England, which has transformed the prospects of thousands of businesses across
rural England.
        Cumbria Tourism is the lead organisation for tourism in the county and is at
the heart of the Cumbria Visitor Economy. It is also the largest membership
organisation in Cumbria with more than 3000 members. Over 40 million annual
visitors to Cumbria contribute more than £2 billion to the local economy and
support around 56,500 jobs. To find out more about the work of Cumbria Tourism,
        Britain’s Energy Coast in partnership with Nuclear Management Partners is
supporting the Taste Cumbria Festival through the Destination Management
Programme; a package of projects and initiatives designed to raise the profile of
the visitor offer along Cumbria’s west coast delivered by West Cumbria Tourism. For
more information about the work of Britain’s Energy Coast visit
        Cumbria Life is proud to be media partner for the third Taste Cumbria Food
Festival. Cumbria Life - part of the Cumbrian-based independent media company
CN Group - is the county's premier magazine reaching 60,000 readers every month.
It gives extensive coverage and promotion of Cumbria's vibrant food and drink
scene and last year staged its inaugural Cumbria Life Food & Drink Awards. The
2012-2013 awards have now been launched, and this year are in association with
Taste Cumbria and Kendal College. See

For media information please contact Lucy Allen on 07968 145611 or / Jennifer Middleton on 01757 268283 or

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