THE hills could soon be alive with the sound of smooching thanks to a Cumbria Tourist Board move to "sex up" the Lake District.

Instead of packing the waterproofs, visitors are to be encouraged to dig out the sexy lingerie with a new campaign to boost dwindling visitor numbers by luring loved-up couples, reports Ellie Hargreaves.

The plan to play cupid and inject a little romance was unveiled at the board's annual meeting on Tuesday after tourism chiefs admitted 2005 had been a "slow year".

CTB's director of development Richard Greenwood told members he was "disappointed" with 2005 after a record 16 million visitors flocked to the county to spend more than £1.2 billion in 2004.

"We have seen a more patchy performance," he admitted.

"Bookings have evidently been affected by the 10mph speed limit on Windermere and, early in the season, businesses were 10-20 per cent down on previous years."

Director of marketing Sheona Southern said: "We need to sex up the area using the theme of romance and our outstanding visual landscape."

Press officer at CTB Ellis Butcher said they did not want to promote heavy petting on the hills but romantic picnics and long walks.

"Romance is an increasing theme when it comes to taking time out and going away. More and more people are looking to go on romantic short breaks nowadays and, because of our inspiring scenery and locally produced food, we can offer those people something that most other destinations can't," he said. "Visitors with romance in mind can choose from a lake cruise and fantastic food in cosy pubs to taking a long walk hand-in-hand.

"But the campaign isn't setting out to exclude other visitors, there will always be a place for the walkers and those people seeking adrenaline-packed activities."

The amorous new campaign - which will feature love heart logos - will be launched when the tourist board's annual accommodation guide comes out next month.