25 June 2008

Delegates due at Adventure Capital - UK conference

Dozens of delegates are due at a key-note conference in the county on June 26th to hear the case for ambitious plans to make Cumbria the Adventure Capital - UK.

Experts believe Cumbria’s lakes, mountains and outdoors sports and adventure businesses could unite to achieve for Cumbria what Capital of Culture status has done in boosting Liverpool’s profile and attracting new visitors both nationally and from overseas.

As well as strengthening Cumbria’s economic prosperity, “Ad Cap” status could also help create dozens of new jobs and provide more opportunities for people to become involved in outdoor education, as well as potentially luring big name outdoor festivals to the county, levering extra investment and helping hundreds of outdoor pursuits providers.

The conference takes place at the Centre for Outdoor Management, Education and Training at Newton Rigg, Penrith, on Thursday, June 26th from 9am until 4.30pm.

Sheona Southern, Cumbria Tourism’s Marketing Director will outline the Adventure Capital UK Vision. She said: “Cumbria Tourism has been working on the delivery of Year of Adventure 08, which includes Keswick Mountain Festival and events like Coniston Water Festival and the Great North Swim among others.

“We hope that the conference will rally other partners together to take action to achieve the vision of Adventure Capital – UK.  Building on the Year of Adventure 08, partners will be challenged to create the right quality product offer to ensure Cumbria can rightly claim Adventure Capital UK status.”

Other speakers at the event include Jon Owen, the Principal Lecturer for the Outdoor Education Department at the University of Cumbria, which has more outdoor education students than anywhere else in Europe; along with Peter Thompson, UK Outdoors Manager for Skills Active who will outline plans for a National Skills Academy.

Research expert David Smith-Milne of Tribal Consulting, and Kay Tulley Pitchford, Cumbria Sports Economy Champion, will also explain the findings of recent research into Cumbria’s outdoor sector. Anthony Thomas, Chief Executive of the Field Studies Centres will explain the benefits of learning outside of the classroom and how it can benefit people and the area. Chris Tiso, of the Tiso Group, which has over 20 outdoor shops including Keswick’s George Fisher, completes the line up of speakers.

Cumbria Tourism has recently appointed an Adventure Capital Project Manager, Andrea Runkee to co-ordinate an Adventure Capital programme for the county. Other major supporters of the Adventure Capital concept are the NWDA which funds Cumbria Tourism.

James Berresford, Director of Tourism at the NWDA, said: “Cumbria is already gaining recognition as a centre for adventure pursuits, with established events such as the Kendal Mountain Festival and new developments including the Great North Swim in Windermere helping to showcase the activities on offer. Cumbria’s Year of Adventure has provided the perfect springboard to further develop the destination’s unique appeal as the UK’s Adventure Capital.

“Cumbria, the Lake District has outstanding natural resources and the county is well placed to become an Adventure Capital. The NWDA is committed to supporting Cumbria Tourism in achieving this vision.”

Over 100 businesses have been invited to the event including many of Cumbria’s outdoor businesses like Summitreks, YMCA Lakeside, the YHA, Outward Bound, Pleasure In Leisure, the British Canoe Union, the National Trust, the Tourism and Conservation Partnership, the University for Cumbria and Cumbria Vision.

-Ends-

1: For more information please contact the Cumbria Tourism press office on 015398 22222 or by emailing pressoffice@cumbriatourism.org

2: To find out more about the work of Cumbria Tourism go to www.cumbriatourism.org

3: Cumbria Tourism is supported by the Northwest Regional Development Agency (NWDA). The NWDA leads the economic development and regeneration of England's Northwest and is responsible for: Supporting business growth and encouraging investment; Matching skills provision to employer needs; Creating the conditions for economic growth; Connecting the region through effective transport and communication infrastructure; Promoting the region’s outstanding quality of life.

4: To book accommodation in Cumbria – the Lake District, please call our Accommodation Booking Line on 0845 450 1199 or go to www.golakes.co.uk