Cumbria Tourism aiming to attract tourists from US and China

The organisation revealed that only one per cent of visitors were from abroad in 2022 compared to 15 per cent in 2019 - blamed on rising travelling costs and reluctance to travel after the pandemic. 

The board is therefore looking to promote the Lake District to overseas markets such as the United States, China, Japan, India, countries in northern Europe, and Ireland. 

It is based on research by VisitBritain which shows that people have started travelling on holiday globally again, and people that have visited Britain thought it was easier, more affordable, and more welcoming than they expected. 

Cumbria Tourism will be visiting Dublin from January 27-29 to promote the region at the Holiday World Show. It will be promoting the official 2023 Holiday Guide and will offer member businesses the opportunity to provide literature and leaflets for their stand during the event. 

The team will also be visiting ExploreGB in February, the British Tourism and Travel Show, and ITB Berlin in March. 

Marketing executive Francine Bult said: "The work we're doing internationally is crucial for cementing the county's reputation as a world-class visitor experience. Before the pandemic, around 14 per cent of visitors to Cumbria were from overseas, and we're looking to develop and grow this in the coming years.

“There are lots of potential opportunities for Cumbria to benefit from some big events happening across the North West in 2023, with international visitors expected to take a keen interest in both the Eurovision Song Contest and the Open Golf at Royal Liverpool.

“Nationally, we have the coronation of King Charles III and the whole of 2023 has been designated as the Year of the Coast. That gives us another great reason to highlight the diversity of the Cumbrian coastline stretching from Morecambe Bay up to the border with Scotland, and all the fantastic heritage, wildlife, and visitor attractions along the way.”