The Lake District has more than 12 million visitors every year

Tourism in Cumbria is facing stiff competition from overseas, but according to local organisers there are ambitious plans for the future.

Cumbria Tourist Board's chairman is speaking about the way forward for the county at its annual general meeting on Thursday.

Chairman of the board, Eric Robson will tell the meeting at Rheged Discovery Centre, near Penrith, that the biggest challenge is overcoming the increasing competition from overseas.

But he will also highlight opportunities for the coming year, including a possible extra investment following a new Tourism Vision for the North West.

It will be announced next month and has been created by the North West Development Agency.

Outer regions

The vision includes a commitment to make the Lake District the premier National Park in Europe, plans for Hadrians Wall and making Cumbria a prime destination for cruise ships.

Last month Mr Robson started a campaign to promote tourism on the edge of the Lake District and outer regions of Cumbria.

In a separate development, Scottish tourism bosses have also recently set up a rival "embassy" in the Lake District to try to attract visitors to their region.

It is manned by a staff member whose job is to promote the Borders and its attractions to residents of and visitors to the Lake District.