Delegates have gathered in Cumbria today to hear about plans to turn the county into the UK's adventure capital.

Experts believe Cumbria's outstanding and rugged natural scenery, as well as its outdoors sports and adventure businesses could attract new domestic and overseas visitors.

Organisers of the conference believe marketing Cumbria as the UK's adventure capital could create dozens of new jobs and attract inward investment.

James Berresford, director of tourism at the North West Development Agency, said Cumbria is already gaining recognition as a centre for adventure pursuits, thanks to events like the Kendal Mountain Festival.

"Cumbria ... has outstanding natural resources and the county is well placed to become an Adventure Capital," he added.

The conference is taking place at the Centre for Outdoor Management, Education and Training in Penrith.

In May, Cumbria Tourism published around 375,000 copies of the pocket-sized Best of Lakeland Attractions guide, which is a list of over 60 things to do in Cumbria.