27/11/2009 - HRH Prince of Wales to switch on Cumbria town’s Christmas lights : Cumbria County Council

His Royal Highness, the Prince of Wales will visit Keswick tomorrow (Friday 27th November) in a Regal show of support for victims of the flooding in Cumbria.

The Prince will mark his visit by joining BBC personality, Julia Bradbury in switching on the town’s Christmas lights in a special ceremony to get the message out to visitors that Cumbria is “open for business” again.

He will meet residents, community organisations, and view an area affected by the flood in the small Lake District market town to see how affected businesses are rapidly getting back on their feet and re-opening after the unprecedented weather of November 19.

CumbriaTourism – the lead organisation for tourism in the county - is keen for visitors to understand that many areas are largely unaffected by the floods and that it is safe to visit.

The countdown to Christmas and the New Year is a peak time in the tourism calendar in Cumbria and worldwide coverage of the worst hit area has triggered a series of “knee-jerk cancellations” countywide with some concerned visitors aborting planned holidays as far ahead as Spring 2010.

Special phonelines have been set up to reassure visitors on 01539 825070 and there are regular updates for anyone planning a visit on www.golakes.co.uk

One in every five jobs in Cumbria relies on tourism and the industry brings in £1.1 billion a year to the largely rural economy which relies on over 15.3 million visitors a year. Many other non-tourism businesses like shops, cinemas, garages, trade services and petrol stations in the area rely on the tourism “pound.”

Cumbriahas over 14,000 “rooms” to stay in across the county so a very small proportion of the overall stock was actually affected.

Keswick in the Northern Lakes is on the shores of Lake Derwentwater and is one of Cumbria’s most popular towns to visit. Visitors rate its appearance, location, character and atmosphere higher than many others with 96 per cent prepared to recommend it.

It’s also praised for its “feeling of safety from crime,” and its Tourist Information Centre and cleanliness of streets all scored highly.

The area has many hotels, guesthouses, camp sites, restaurants, cottages and visitor attractions as well as pubs, cultural attractions and some of the Lake District’s best walking routes.

In a survey of visitors to Keswick last year, 75% of those questioned were repeat visitors - underlining the importance of holidaymakers coming back year after year.

Ian Stephens, Chief Executive of Cumbria Tourism, said: “The Prince of Wales is a passionate supporter of Cumbria and tourism and has been instrumental in helping the area in the past. His endorsement and influence captures the nation’s attention and I’m delighted that he is here again to help Cumbria get back to normality.

“We are looking forward to showing him how tourism is bouncing back and that we’re well and truly open for business.”

On Saturday 28th November, the Prince of Wales will continue to Cockermouth to meet key people involved in the rescue operation, as well as local business owners - some of whom have taken up temporary residences to continue trading in the popular market town.

27/11/2009 - HRH Prince of Wales to switch on Cumbria town's Christmas lights