Landmark report highlights the vital role of culture in Cumbria’s health, economy and communities

Cumbria’s cultural sector generates £243 million in health and wellbeing benefits for local people, contributes £153 million a year to the economy and helps sustain almost 15,000 jobs, according to a new report. Nine out of ten Cumbrians engage in cultural activities every year, while visitors spend more than half a billion pounds on activities associated with culture.

These are among the key findings of a newly published report highlighting the central role culture plays in Cumbria’s health, identity and prosperity, and the opportunities it presents for the county’s future.

From community festivals to brass bands, museums to village halls and art galleries to theatres, culture in all its forms brings people together, strengthens communities and creates a sense of pride and belonging. It helps break down geographical, social and economic barriers, attracts visitors, supports health and wellbeing, drives economic growth and gives Cumbria its distinctive identity.

The report, commissioned by a group of the county’s leading cultural organisations and venues, was funded by Arts Council England and supported by Cumbria Arts & Culture Network. Its findings draw on surveys, round-table discussions and interviews with people working across Cumbria’s cultural and business sectors. Consultants at Genecon, who prepared the report, combined this research with national economic and demographic data.

Simon Stephens, Executive Director and Joint CEO from Theatre by the Lake in Keswick led the commissioning group:

“As we approach devolution in Cumbria, with the election of a Mayor in May next year, the county is entering a new phase of leadership – which presents new ways to shape the development of our county. We want to recognise the important role culture plays – not as an add-on, but as an existing delivery partner, and as an integral part of the economic and social fabric here.”*

Key findings from the report include:

• Economic impact: Culture is a significant contributor to Cumbria’s economy, directly supporting more than 5,250 jobs and a further 9,300 indirectly, while generating £153 million in Gross Value Added (GVA) each year and an estimated £500 million in associated visitor spend annually. More than £113 million in external cultural investment has been attracted to the county since 2022.
• Health and wellbeing: Taking part in creative activities helps reduce loneliness and prevent ill health. Regular participation generates around £243 million in health and wellbeing benefits for Cumbrian residents each year, equivalent to approximately £996 per person.
• Pride and belonging: Culture is a source of local pride, strengthens people’s sense of belonging and helps tell the story of Cumbria beyond its landscape alone. From Egremont Crab Fair to Barrow Music Weekender, cultural events and activities help give places their distinctive character and identity.
• Connecting communities: Culture brings people together, helping to overcome geographical, social and economic barriers across Cumbria’s diverse and often dispersed communities. It creates opportunities for shared experiences, strengthens connections and helps reduce isolation.
• Skills and employment: Engaging in creative activity from an early age helps develop vital skills, including communication, adaptability and collaboration, which are valuable to employers across Cumbria.

Luis Martins, Chief Executive of Lakeland Arts, one of the cultural organisations that commissioned the report, said:

“Cumbria’s cultural sector is not simply part of the county’s leisure offer. It is productive economic activity, part of the tourism offer, a source of skilled employment and inward investment, and part of the social and civic infrastructure that connects communities across a large and dispersed rural geography.”

Kate Parry from Cumbria Arts and Culture Network said:

“This report is offered as both evidence and invitation: evidence of what culture already contributes, and an invitation to the Cumbria Combined Authority, the two unitary authorities, cultural partners, businesses and funders to recognise, commission, invest in and work with the sector as a strategic partner in delivering Cumbria’s next chapter.”

Jane Beardsworth, Senior Relationship Manager, Arts Council England said “Arts Council England contributes to placemaking by investing in culture, creativity and partnerships that strengthen local identity, increase community participation, and create long term social, economic and cultural benefits for places and the people who live there. We were pleased to support this report which demonstrates the impact of our investment, that of our partners and the work of cultural organisations and creatives across Cumbria. The strong contribution of culture to Cumbria’s economy and the lives of Cumbrians and visitors is very clear.”