The organisation which promotes tourism in Keswick is appealing for help after suffering a series of major financial blows this year because of coronavirus.
Membership income at Keswick Tourism Association (KTA) has been slashed for a string of reasons, while revenue from its guide publications has also been adversely hit.
“In a town full of outdoor shops, KTA no longer had a single outdoor retail member,” said tourism manager Vanesssa Metcalfe.
She said the situation had become serious towards the end of 2020 for the association and its members, particularly those in retail or food and drink.
It employs two people to promote Keswick as a year-round tourism destination from its offices at the town council building on Main Street.
Vanessa added: “The COVID crisis meant that the majority of KTA’s members have been closed for a third of the year, including some of the busiest months and once lockdown ended, many operated at greatly reduced capacity and continue to do so.
“Not all benefited from the full range of government support available and for many the traditionally quiet winter months will be financially challenging.”
She said it had run a hugely successful Come Back To Keswick campaign but only after it had been forced into the unprecedented position of having to tell visitors not to come to Keswick.
The inevitable financial disruption led KTA to put back its membership renewal from June to September and then offer a 50 per cent reduction in fees, which one in three took up.
With membership falling nearly 10 per cent, KTA’s 2021 guide was produced with fewer pages and a smaller print run.
Members were offered another 50 per cent reduction in advertising costs, leaving KTA, which is run totally separately from Cumbria Tourism, to make up the shortfall to cover the design and print costs.
Rather than producing a 2021 town map and attractions leaflet, KTA will use existing 2020 stock as a further saving.
Remaining positive, Vanessa said: “Despite the two lockdowns, visits to the Visit Keswick website were up, with a significant increase in visits from younger age groups. Social media following has also increased.”
However, she concluded: “During 2021, KTA will be considering how they can increase the number of retail and food and drink members.”
