Cumbria's bid to become Adventure Capital of the UK

Credit: ITV Border

Cumbria Tourism plans to make the region the Adventure Capital of the UK by 2018.

The area is home to the highest mountain, the deepest water and the longest lake in England.

And Cumbria Tourism is trying hard to sell the sports that you can do on these natural resources, from walking to water-sports.

But what does this mean for the businesses in the area?

Over 2000 people are employed by over 100 activity centres in the Cumbria.

Those involved believe more needs to be done to get people to visit the region and use the centres.

But it's not just the centres themselves that will be part of this Adventure Capital.

Cumbria is also home to the those who make and produce outdoor equipment.

As it stands, the Outdoor Industry accounts for £330 million of Cumbria's annual economy.

And at least 16 brands have chosen a base themselves in the region.

Cumbria also has the highest concentration of outdoor shops in Europe.

Employment and business opportunities are being created at all levels within the industry.

Andrea Runke, who is in charge of Cumbria Tourisms bid to make the region Adventure Capital, says growth in business is an important part of the scheme.