Adventure capital UK

Lake District rebranded

The Lake District is being rebranded as the ‘Adventure Capital of the UK’. Rather than the usual campaigns promoting walking tours and stunning scenery, Cumbria tourism has decided to advertise the area as an adventure destinaton.

With the help of local artist Steve Messam, the tourist board has created ten quirky signs aimed at showing thrill seekers what they can get up to in the Lake District.

These have been placed at various popular tourist destinations in the area including one at the top of England's highest mountain, Scafell Pike which welcomes visitors, and one at the rocky ridge of Helvellyn mountain which instructs walkers: 'Don't Look Down - THRILL.'

Another sign shows an elderly couple striding uphill with walking poles as opposed to the traditional image of a hunched old man and the words ‘Not just elderly people’.

Other signs show passing paragliders, bunny-hopping mountain-bikers, drifting hot-air balloons, and a climber taking on a rock fall – as well as wild horse-riders and kayakers
Cumbria Tourism, which came up with the idea for the signs, said: “They have been specially created with the aim of making people think about all the adventure experiences they can have during a visit to Cumbria.”

Lake District-based climber Leo Houlding, 29, who was recruited by Cumbria tourism to help promote the project and put the signs in place adds “We want to encourage people to come to the Adventure Capital of the UK and embrace our landscape because it’s good for mind, body and spirit. These signs are about reminding people what they can do in places like this instead of what they can’t.”