Businesses from across Cumbria's Eden Valley are taking part in the area's first tourism summit to try to increase the number of visitors.
Eden already relies heavily on tourism, bringing over 200 million pound into the area's economy each year, supporting thousands jobs and attracting 4.3 million visitors.
But the area wants to do better and draw some of the millions of tourists that go to the central Lake District each year.
More top news
A loom ahead at the forecast for the Border region.
Officers from Police Scotland and Northumbria Police are appealing for the public's help in finding 31-year-old Brian Cook.
New debate over independence as figures show big differences between spending per person north and sough of the Border