Cumbria Tourism plans to make the region the Adventure Capital of the UK by 2018.
Watch Fiona Marley Paterson's full report:
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If you're in England, this weekend is the last bank holiday of the summer - and many people will be heading to Cumbria and southern Scotland to get away for a few days.
Tourism bosses in the Lake District are reporting a good summer so far - and are hoping the weather stays dry over the next few days.
Hannah McNulty has been speaking to holidaymakers and businesses.
Tullie House Museum has been named Large Visitor Attraction of the Year at the annual Cumbria Tourism Awards.
In order to pick up an award at the event, attractions had to prove they provided memorable visitor experiences, an exceptional quality of product and exemplary customer service.
Tourist businesses say it's been one of the best Easter weekends they've had for many years. The good weather has brought visitors in large numbers to the Lake District and other attractions in the region.
The shores of Ullswater were the venue for the start of English Tourism Week, which aims to show that the Lakes are open to everyone regardless of their ability or disability. Penrith and the Border MP Rory Stewart has given his backing to the venture.
The tourist season in Cumbria launched in Pooley Bridge with a special event on Ullswater.
A campaign has also begun to promote accessible tourism in Eden for English Tourism Week.
"Cumbria needs to rise above funding cuts with new approaches and fresh ideas", so says the managing director of Cumbria Tourism.
Last week Ian Stephens voiced concerns that visitor numbers to the region could be hit because of festivals around the region being cancelled or postponed.
But he's keen to stress that lots of smaller events are still happening.
Kim Inglis reports.
Cumbria Tourism is spending £500,000 on a new campaign to promote the Lake District.Read the full story ›