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| Cumbria's economy set to stay afloat | Cumbria's economy set to stay afloat |
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| By Rebecca Marston BBC business reporter Ravishing natural scenery and locally based haulage firm Eddie Stobart are two of the county's stand-out sights | By Rebecca Marston BBC business reporter Ravishing natural scenery and locally based haulage firm Eddie Stobart are two of the county's stand-out sights |
| Cumbria has had it tough this century. November's floods are the third disaster to strike after foot and mouth in 2001 and a previous wave of floods in 2005, which that time primarily struck Carlisle. | Cumbria has had it tough this century. November's floods are the third disaster to strike after foot and mouth in 2001 and a previous wave of floods in 2005, which that time primarily struck Carlisle. |
| So how will it survive this latest deluge? | So how will it survive this latest deluge? |
| One of the most sparsely populated counties in England, its famous Lake District beauty spots, including Windermere, Coniston and Ullswater, attract millions of tourists every year by their promise of calm, watery contemplation. | One of the most sparsely populated counties in England, its famous Lake District beauty spots, including Windermere, Coniston and Ullswater, attract millions of tourists every year by their promise of calm, watery contemplation. |
| But such images of Cumbria have been replaced by those of filthy, wild water, collapsed bridges, lifeboats and helicopters. | But such images of Cumbria have been replaced by those of filthy, wild water, collapsed bridges, lifeboats and helicopters. |
| For many, the county's stand-out industry is its tourism, and it does bring in some £1bn, around a fifth of the county's total economy. | For many, the county's stand-out industry is its tourism, and it does bring in some £1bn, around a fifth of the county's total economy. |
| Professor Frank Peck, research director at the University of Central Carlisle's Centre for Regional Economic Development (CRED), points out that tourism underpins the county in all sorts of hidden ways. | Professor Frank Peck, research director at the University of Central Carlisle's Centre for Regional Economic Development (CRED), points out that tourism underpins the county in all sorts of hidden ways. |
| He says: "There are many businesses that don't look related to tourism, but that do, in fact, support it, for example, professional services like accountants and other business support." | He says: "There are many businesses that don't look related to tourism, but that do, in fact, support it, for example, professional services like accountants and other business support." |
| Well-known name | Well-known name |
| But Cumbria's workforce is more diversified than that figure would suggest. | But Cumbria's workforce is more diversified than that figure would suggest. |
| The working population in the county is just 250,000, spread across one of the least-populated areas of England. | The working population in the county is just 250,000, spread across one of the least-populated areas of England. |
| Together, they create an economy worth almost £5bn. Most (29%) work in wholesale, retail and distribution, the next biggest chunk (17%) in manufacturing, with some 12.5% in tourism. | Together, they create an economy worth almost £5bn. Most (29%) work in wholesale, retail and distribution, the next biggest chunk (17%) in manufacturing, with some 12.5% in tourism. |
| And although the effects of these devastating floods could take years in some cases to abate, that diversification should help many withstand some of their worst impact. | And although the effects of these devastating floods could take years in some cases to abate, that diversification should help many withstand some of their worst impact. |
| Away from visitors though, one business service that is prominent in Cumbria is a name more likely to be seen outside the county. Eddie Stobart, one of the best-known names on Britain's roads, has its headquarters in Carlisle, and is expanding by developing Carlisle airport, which it bought this year. | Away from visitors though, one business service that is prominent in Cumbria is a name more likely to be seen outside the county. Eddie Stobart, one of the best-known names on Britain's roads, has its headquarters in Carlisle, and is expanding by developing Carlisle airport, which it bought this year. |
| A heap of trouble: but funds are building up for the clear-up effort | |
| Cumbria has two heavyweight names in manufacturing, too. Sellafield is synonymous with the nuclear industry while further down the coast at Barrow is the historic naval shipbuilders VSEL - although it now goes by the name BAE Systems Submarine Solutions. | Cumbria has two heavyweight names in manufacturing, too. Sellafield is synonymous with the nuclear industry while further down the coast at Barrow is the historic naval shipbuilders VSEL - although it now goes by the name BAE Systems Submarine Solutions. |
| These businesses aren't, of course, the ones that will be hurting from the recent deluge. For those who are, it will be a long road ahead. | These businesses aren't, of course, the ones that will be hurting from the recent deluge. For those who are, it will be a long road ahead. |
| Flood of funds | Flood of funds |
| There is a plethora of bodies pledging support. The government said it would give £1m, the Northwest Regional Development Agency (NWDA) is offering another £1m for affected small businesses. | There is a plethora of bodies pledging support. The government said it would give £1m, the Northwest Regional Development Agency (NWDA) is offering another £1m for affected small businesses. |
| Further help is on offer from the Federation of Small Businesses, which has a pot of £500,000 to give out in small, interest-free loans to its members. | Further help is on offer from the Federation of Small Businesses, which has a pot of £500,000 to give out in small, interest-free loans to its members. |
| Members of the public can help, too. Donations are being collected by the newly formed Cumbria Flood Recovery Fund, which had raised £500,000 by Wednesday. | Members of the public can help, too. Donations are being collected by the newly formed Cumbria Flood Recovery Fund, which had raised £500,000 by Wednesday. |
| More than money | More than money |
| It is not simply cash that will be needed. The Federation of Small Businesses spokesman, Stephen Alambritis, said another way of helping locals would be if the job of cleaning up and rebuilding went to local companies. | It is not simply cash that will be needed. The Federation of Small Businesses spokesman, Stephen Alambritis, said another way of helping locals would be if the job of cleaning up and rebuilding went to local companies. |
| He said: "All too often the work goes to companies miles from the affected areas. Why not give it to the businesses that will benefit directly from building up the area they themselves have to live and work in?" | |
| And locals point to the Cumbrian spirit. Some draw hope from the speed with which the county got back on its feet after the two blows earlier this decade of foot and mouth and the Carlisle floods. There is no doubt though that for many it will be a long road back to normal. | And locals point to the Cumbrian spirit. Some draw hope from the speed with which the county got back on its feet after the two blows earlier this decade of foot and mouth and the Carlisle floods. There is no doubt though that for many it will be a long road back to normal. |
| Meanwhile, many in the county are keen to present a positive face. | Meanwhile, many in the county are keen to present a positive face. |
| Ian Stephens, chief executive of Cumbria Tourism, said: "The key message coming out of the county at the moment needs to continue to be that we are very much open for business and despite media reports, the county is not underwater." | Ian Stephens, chief executive of Cumbria Tourism, said: "The key message coming out of the county at the moment needs to continue to be that we are very much open for business and despite media reports, the county is not underwater." |
| He has appealed to visitors to continue with their plans to visit the area. | He has appealed to visitors to continue with their plans to visit the area. |