VISITORS' impressions of the Lake District are being tainted by the "tired" appearance of roads and signs, according to a leading tourism boss.

Cumbria Tourist Board's chief executive Chris Collier is calling for clarity about the responsibilities of different organisations and agencies to ensure that money coming into the area is being spent most effectively.

Speaking at CTB's commercial members meeting, she said research had revealed that holidaymakers were reporting problems with parking and the infrastructure.

"We are talking about parking provision, street furniture and the quality of our roads and destination signing.

All these activities, led by government organisations and agencies, are absolutely crucial to the success of the area as a tourism industry, yet our visitors are telling us that these things are looking tired."

She advised conference delegates to take up any such concerns they might have with their local councillors and MPs.

At the conference, Ms Collier warned members of a possible shift away from B&B-type accommodation unless it was very good quality, and she advised operators detecting a downturn in business to discuss it with the CTB.

"People are much more private than 10 or 20 years ago.

They don't have such extended families and are looking for privacy and en-suite facilities," she said.

The number of self-catering establishments, however, has risen, and Ms Collier questioned whether the market had reached saturation point.