The Lake District has more than 12 million visitors every year

It is the largest grant yet given out by Rural Regeneration Cumbria, which was set up to channel government money into parts of the county worst affected by foot-and-mouth.

The �1m a year announced on Thursday will partly be spent on advertising specific themes.

The county, for example, has many fine gardens to attract horticultural enthusiasts.

Another advertising campaign may promote the county's gastronomic attractions.

County 'strengths'

The idea is to tempt a smaller number of high spenders to the county.

Charles Woodhouse, from Rural Regeneration Cumbria, said: "[Tourism] is clearly one of the main industries in Cumbria.

"It is vital the level of awareness of Cumbria and its world class strengths should be increased and made very professional.

"We have decided to give this grant to the tourist board to make sure that Cumbria and its products, gardens and other strengths are better known."