New Cumbria Tourism Project Aims to Increase Visitor Footfall in Furness

A major tourism initiative has been launched to help boost visitor numbers and economic activity across Furness and the wider Cumbrian coastline. The project, backed by Cumbria Tourism and local councils, focuses on developing the Cumbria Coastal Route, a long-term tourism strategy that showcases the region’s natural beauty, heritage and outdoor experiences.
The Cumbria Coastal Route is being developed as a multi-user, sustainable travel corridor that can be explored on foot, by bicycle, train or horse-riding, and it forms a key part of the county’s broader Destination Management Plan. The aim is to highlight lesser-known scenic and cultural attractions along the coast and attract visitors beyond the peak summer season.
As part of the project, a series of workshops and support events have been organised for local tourism businesses and community groups. These sessions are designed to help businesses prepare for increased visitor numbers, tailor their services, and integrate their offerings into the new route’s marketing and itineraries.
The initiative is especially significant for the Furness Peninsula and Barrow-in-Furness, areas that have long been recognised as having untapped tourism potential despite rich heritage assets such as the coastline, beaches and historic sites like Furness Abbey. A recent partnership with a major hotel in Barrow aims to strengthen promotion of the area’s visitor economy as part of this effort.
By encouraging new ways to experience Cumbria’s coastal landscape and directing visitors to communities all along the route, organisers hope to support year-round trade for local attractions, retailers and hospitality businesses in Furness and beyond.