Cumberland Council has received a positive progress update on its Cumberland Go bus network, showing how new and improved services are beginning to make a difference for communities across the region.
The update was presented to the council’s Highways and Transport Strategic Board on Thursday 23 April, following the phased launch of 18 new and improved routes between November 2025 and January 2026. The £3.55 million programme is part of the council’s ongoing commitment to improving access to affordable, reliable and sustainable public transport.
Performance monitoring shows a mixed picture across the network. Several routes are already performing well, delivering strong value for money and providing improved access to key destinations such as hospitals, town centres, education and employment. These include the Route 30 Sunday service between Maryport, Egremont and Frizington, the 22/22A service Cleator, Cleator Moor, Egremont, West Cumberland Infirmary and Whitehaven. These services demonstrate the positive role local buses can play in supporting communities and wellbeing.
A wider group of services is also showing steady or improving use, with clear potential to grow further. Examples include routes such as Silloth–Maryport (60), Workington–Carlisle (300) and the Cockermouth Town Service (C123). Many of these routes serve smaller towns and villages, and early evidence shows that changes such as improved frequency, new links and extended operating hours are beginning to increase usage. Further growth is expected as awareness builds and seasonal demand increases.
The update also highlights a smaller number of routes where passenger numbers remain lower than desired and costs per journey are currently higher. These include services such as the Whitehaven–St Bees–Egremont Route 32, which is still in its early stages of operation. Early improvements have already been made, including better access to St Bees beach, with further growth expected as promotion continues and seasonal travel increases.
Finally, there are a limited number of routes where use remains very low relative to operating costs, placing greater pressure on subsidy. These tend to be new, specialist or limited‑operation services, such as the HW1 tourist route, health‑focused services like DR1, and some peak‑only or rural services. The council is actively supporting these routes through targeted marketing, service reviews and seasonal adjustments, with the aim of increasing awareness and passenger numbers over time.
To help raise awareness of the network, the council is working with local video company Quokka Media Group to produce promotional content showcasing Cumberland Go routes and the journeys they enable. A video focusing on the HW1 tourist route was launched at the board meeting, with further content planned.
Residents, businesses and visitors are being encouraged to consider using their local bus wherever possible, as regular use plays a vital role in helping services grow and ensuring they can be sustained in the long term.
Cumberland Councillor Denise Rollo, Executive Member for Sustainable, Resilient and Connected Places, said:
“This report gives councillors a clear and transparent picture of how the Cumberland Go network is developing. It shows that some routes are already delivering real value for communities, while others – particularly newer services – need time and support to build passenger numbers.
“We’re actively promoting these routes, reviewing how they operate and working with partners to raise awareness. We’re also keen to hear from local businesses, residents and influencers who would like to be involved in future promotional videos and help champion public transport across Cumberland.
“With increased use, greater awareness and the summer season ahead, there is strong potential for further growth. Continued public support will be key to helping these services succeed.”
Anyone interested in being involved in future promotional videos can contact the public transport team at [email protected].
To watch the video, please go here: https://youtube.com/shorts/jD4GB5ozuTQ?feature=share
