A globally renowned customer service expert is set to headline a free event at Lakes College next month.

Geoff Ramm, deemed a "game changer" by the US business magazine Forbes, has helped small businesses and big brands worldwide stand out by delivering outstanding customer experiences.

He will bring his expertise to the 'Embracing Excellence in the Visitor Economy' event at the college in Workington on Wednesday, October 16.

The event is designed to offer practical support and advice to businesses facing staffing challenges and rising costs.

Mr Ramm said: "There are no charts, graphs or stats. This is about real-life stories and what inspires you most.

"You’ll walk away with ideas in your pockets, which everyone can use the very next day to deliver a great service – a ‘celebrity’ service."

The event is aimed at businesses in the retail, hospitality, and tourism sectors, and aims to help them overcome industry challenges.

Along with Mr Ramm, the event will feature other speakers, including a national travel writer, who will give insights on working with journalists.

VisitEngland will also provide advice on capturing new markets through group travel and the travel trade.

There will be a special workshop on promoting inclusive travel experiences to tap into the 'Purple Pound', the spending power of disabled people.

The event will also launch a series of newly-created itineraries to help businesses attract visitors, the travel trade, and the media.

On the issue of recruitment, sessions by People First, Growing Well, and the New Futures Network (Prison and Probation Service) will highlight practical ways to retain staff and support new workers into hospitality roles.

Realise HR will offer advice on fostering a more inclusive workforce.

The event will also serve as a platform for local food and drink businesses to exhibit their produce.

Catering and hospitality students from Lakes College will provide a complimentary lunch and sweet treats using local recipes like Borrowdale Tea Bread and Cumberland Rum Nicky.

The event is free to businesses based in the Cumberland Council area and is supported by the UK Government’s Shared Prosperity Funding.

Free tickets for the event can be booked at trybooking.com/uk/events/landing/68432.

It is part of projects being delivered by Cumbria Tourism on behalf of Cumberland Council until January 2025.

Businesses will have the chance to learn how they can benefit from future activities.