Marketing Lancashire has appointed Creative Tourist in a move to raise the county’s profile as a year-round cultural destination.

The development of cultural tourism reflects one of the key ambitions expressed in the county’s new Visitor Economy Strategy, which aims to increase annual visitors by seven million to 70m by 2020.

Creative Tourist has been briefed to develop a “cultural tourism narrative”.

The Manchester-based agency, which originally launched in 2009 as an online art and travel magazine, has previously worked across the UK in places including Preston, Blackpool, Cumbria, London, Bath and Edinburgh.

Alex Saint, director at Creative Tourist

Alex Saint, director at Creative Tourist

Ruth Connor, chief executive of Marketing Lancashire, said: “As a county we need to better understand and communicate the strengths of the destination in order to attract more culture-seekers to Lancashire.

“Creative Tourist has the specialist knowledge that will help us define our unique place in England’s cultural landscape and develop the tools to communicate the Lancashire cultural narrative to new audiences both in this country and internationally.”

Director Alex Saint added: “As many Lancastrians already know, the cultural offer in the county is as distinctive and diverse as its landscape, running from Pennines to coast via urban centres, historic waterways and stunning forestry.

“Our job is to tap into the creative imagination already at play, help connect different parts of the cultural and tourism offer and then magnify it, so that more tourist visitors from outside the county are aware of just how much there is here to be enjoyed and celebrated.”

Pictured: The Whitaker, Lancashire Tourism Awards Cultural Venue of Year 2015