Bosses from local tourism business Windermere Lake Cruises are in Asia this week to promote Cumbria.
The trip marks the first time since the Covid pandemic that the company has embarked on trade missions to India and China.
The aim is to encourage more international travellers to visit the Lake District and Cumbria.
Jennifer Cormack, the firm’s sales and marketing director is travelling to New Delhi for VisitBritain’s Destination Britain India event on Monday 20th and Tuesday 21st November, then heads to Shanghai in China until Friday 24th November.
The events give key UK tourism attractions the chance to meet top travel operators from valuable overseas markets.
“The global pandemic drastically reduced the number of overseas travellers coming to Cumbria and while there has been a steady increase in international travel since then – we need to build on that momentum.
“Before the pandemic, China was the second most valuable inbound market for the UK. That market, along with India’s travel trade, are increasingly important to Cumbria and the Lake District’s visitor economy,” said Jennifer.
The trips come at the end of a busy year for the company which has already staged trade trips targeting the USA and Canada and various locations in Europe.
“China has fully reopened its border and international travel restrictions have been lifted. This is a key moment to develop our relationships with tourism trade representatives there,” said Jennifer.
