A new membership scheme has been launched to encourage Cumbrian residents to re-discover their County.
The new MyCumbria card will give members discounts to local attractions and tourism destinations.
The scheme aims to remind local people about what is on their doorstep.
I think the message is that you don't have to travel very far at all. We have got wonderful things to do in this county and it is a beautiful county as well. The cost of travelling is getting more and more expensive, and really, we are saying you don't need to, it is all available right on your doorstep.