The Lake District must do more to attract young people, according to the boss of the organisation tasked with ensuring its long-term future.
David Thornton says they need to attact more young people
The comments come from David Thornton, he new chairman of the Lake District National Park Authority (LDNPA).
He said the authority needed to improve its public image and be less of a "faceless organisation".
More had to be done to retain working families in the Lake District, where population was falling, he added.
Mr Thornton, who asked Sir Donald Campbell for an autograph before his fatal water speed record attempt on Coniston Water, said the authority was often "misunderstood".
"We need to reach out, to encourage and cajole people to work with us in helping to promote understanding and admiration of this very special place.
"One of our biggest problems is our image. It needs improving. We need a more overt relationship with our partners and better community involvement.
"To do that, we need to meet people and not be a faceless organisation. We want to have friends, not adversaries. We want to be understood, even appreciated."
Mr Thornton, 65, stressed the authority's commitment to the controversial 10mph speed limit on Windermere.
He said: "The Windermere speed limit is now successfully in place and we have to look forward to a time of peace and tranquillity in all respects.
"We are on a journey and an important part of the route is to make the National Park more inclusive and accessible to groups from all walks of life.
"I think it is vital that we appeal particularly to youth. Some will be like Wainwright and arrive at Windermere or Keswick and say 'wow'.
"We need to persuade them to come, not all will appreciate what we have here, but many will and we need to foster their enthusiasm."