Cumberland Council and Cumbria Tourism have launched a campaign to make the region more accessible for all visitors.

The 'Adventure for Everyone' initiative is supported by the UK Government’s Shared Prosperity funding and aims to assist businesses in Carlisle, the Western Lake District, and the coast in becoming more inclusive for visitors with a range of access needs.

This aligns with Cumberland Council’s strategy to prioritise health and wellbeing from autumn/winter 2024 onwards.

The project has identified tourism-related businesses already providing facilities and services for visitors with access needs.

These businesses will receive workshops and practical support to further their accessibility efforts.

They will also be aided in updating or creating new access information for their visitors.

In addition to business support, a marketing and PR campaign will provide inspiring content for both businesses and visitors.

The content aims to encourage businesses to develop their services and information, enabling them to welcome every type of visitor.

Visitors will be shown what is possible when it comes to their next break, featuring everything from places to stay and dine to ideas for adrenaline activities that are safe and welcoming for them to participate in.

The 'Adventure for Everyone' initiative is supported by the UK Government’s Shared Prosperity funding (Image: Supplied) Councillor Anne Quilter, Cumberland Council’s Executive Member for Vibrant and Healthy Places, said: "We will be using the project to ensure that all visitors to our area understand that we welcome everyone, no matter what their circumstances are.

"Much of our area is synonymous with outdoor pursuits and adventure and these should be activities that everyone can engage with.

"We will be working with specific businesses to highlight soft adventures that will appeal to those seeking fun activities with minimal risk."

She also highlighted that the campaign is not just targeting those with obvious physical disabilities and mobility challenges.

It aims to create a holiday haven for those with other challenges such as loss of sight, hearing difficulties or neurodiversity.

The council has also created a new Changing Place at Ravenglass & Eskdale railway and an inclusive cycle hub offering a range of adapted bikes.

Gill Haigh from Cumbria Tourism commented: "Adventure for Everyone is an exciting campaign that ties in with the overall aims of our Destination Management Plan that will see Cumbria become one of the UK’s leading accessible holiday locations."

She added that, according to the Department for Work and Pensions, 24 per cent of the UK population has a disability, and this project will help in effectively welcoming those that fall into this category.

The campaign focus will be on inclusivity for everyone, creating a ‘shared experience’ where groups and families with able and non-able members can visit together and enjoy a joint experience.

It will outline adventures and activities such as bridleways where Trampers, other all-terrain wheelchairs and adapted bikes can be used alongside regular bikes, pushchairs or by walkers.

Further information for businesses can be found at the Cumbria Tourism website, while visitors can visit the Lake District website for guidance for their next holiday or day trip.