Flooding (West Cumbria)

This will be a brief intervention as the hon. Gentleman has been very generous. On tourism, I wonder whether it is worth pointing out that the media, which did a wonderful job during the flood crisis, as has been said, nevertheless also contributed—probably inadvertently—to the general sense that Cumbria was closed for business. When the flood waters went away, perhaps even after a week or 10 days, people as close as Lancaster would not visit the Lake district because they assumed that we were all in complete chaos. As may have been noticed, I have kept out of the resource discussions, but as the hon. Gentleman will doubtless agree, a strong marketing operation is utterly crucial, so that Cumbria can stand up against those problems and ensure that it is clear that it is open for business when such things happen, as they occasionally and inevitably do.