Cumbria is a top UK visitor destination and place of national and international appeal. It is home to two UNESCO World Heritage Sites (the English Lake District and Hadrian’s Wall), two National Parks (The Lake District and the Yorkshire Dales) and three National Landscapes (Silverdale & Arnside, the Solway Coast and the North Pennines, which is also designated as an UNESCO Global Geopark). Cumbria has a large and important visitor economy. In 2022, the 41 million visitors in Cumbria generated around £4.1 billion of total spend in the economy including multplier effects. This supports £1.2 billion in direct gross value added (GVA) and overall, an estimated 34,300 jobs directly (FTEs). Taking account of supply chain and multipliers, Cumbria’s visitor economy spend supports an estimated 43,600 FTE jobs (19% of the county total) and around £1.6 billion in GVA (13% of Cumbria’s total). Throughout this DMP when we refer to visitors, this encompasses residents of Cumbria3, those visiting friends and relatives, those on business and other visitors from the United Kingdom and abroad. Improving the visitor experience will benefit all types of visitors. As well as providing employment and being of economic importance, the visitor economy has a wider and significant role to play in supporting vibrant communities through place shaping. That includes supporting local authority priorities; providing social and community benefits and pride; driving regeneration; creating jobs; supporting public transport; underpinning a resilient supply chain; cultural, arts and heritage assets; and changing perceptions.