The transformation of Cartmel, a quaint village situated at the edge of the Lake District in Cumbria, is a compelling narrative of growth and adaptation. Known primarily for its famous sticky toffee pudding, the village has evolved significantly over the past six decades, redefining itself as one of the premier luxury travel destinations in the UK. This metamorphosis raises intriguing questions about community identity, tourism, and economic vitality.
Historically, Cartmel was a small village with limited amenities — a petrol station and a school being among the most notable. However, it has always attracted visitors, particularly due to its historic 800-year-old priory and lively racecourse. These attractions have been pivotal in fostering an influx of visitors, but the nature of that influx has changed dramatically. Research indicates that just two decades ago, the seasonal tourism that characterized Cartmel transformed into a steady, year-round stream of visitors, largely influenced by the culinary prowess of internationally-acclaimed chef Simon Rogan, who opened his Michelin-starred restaurant, L’Enclume, in the village.
This ongoing influx of tourists has fueled economic growth within the community. Barry Dean, a resident of Cartmel and a representative on the Allithwaite and Cartmel Parish Council, articulated the shift: “Now we’re getting a constant stream of tourism which never used to happen. It has stimulated other trade as well.” The village, which has fewer than 2,000 residents, is in a unique position where a variety of hotels, guesthouses, and self-catering accommodations are emerging, many catering to the upscale market, which continues to thrive despite a national cost of living crisis.
However, the ramifications of this burgeoning tourist sector are not entirely positive. While the economic benefits are clear, they also bring challenges. Increased tourism has spurred a rise in property values, making it difficult for local residents to afford housing. Dean notes that “the downside is it’s driven out a lot of people who looked after the village, the doers who got involved in the community.” This tension between local needs and tourist demands has created a complex dynamic that local leaders are navigating carefully.
Jenny Boak, a long-term resident of Cumbria and a Liberal Democrat on the Westmorland and Furness Council, reflected on the organic growth of Cartmel, stating, “All you needed to come to Cartmel for was to go to school.” She acknowledges the balance the local government seeks to maintain between tourism and community values through a robust neighbourhood plan designed to promote sustainable development.
Adding to the village’s charm is the recent investment from couples like Lauren and Greg Foggo, who purchased the old grammar school with plans to convert it into a luxury hotel and wedding venue. “Cartmel seems to be a really luxury destination,” Ms. Foggo expressed, highlighting the collaboration among local businesses that make the village vibrant. Such investments not only attract leisure seekers but also underscore a commitment to revitalizing local spaces to benefit the community.
Jim Walker, president of Cumbria Tourism, shared insights on Cartmel’s attraction, noting that even in the post-pandemic landscape, there remains a strong demand for high-value experiences. He highlighted Cartmel’s offerings as a “centre of excellence” for visitors looking for outstanding culinary and community experiences.
In conclusion, the journey of Cartmel from a sleepy village to a vibrant luxury destination illustrates how economic, social, and cultural factors converge to reshape a community. With careful planning and community engagement, Cartmel aims to balance the needs of its residents with those of visitors, ensuring its legacy as a cherished place to live and a sought-after destination. As it continues to navigate these changes, Cartmel’s story serves as a microcosm of challenges and opportunities faced by many rural communities in the face of growing tourism.
