A showcase event in London has been organised by a group of Lake District businesses seeking to attract more overseas visitors from China.

Following on from the success of its inaugural event in the capital last year, the Lake District China Forum has hosted over 70 Chinese market tour operators at a prestigious VIP reception at Zizzi in St Katherine’s Dock in the city.

The event was organised to coincide with Golden Week, a national holiday in China. A focal point was to celebrate the Lake District’s attainment of UNESCO World Heritage Site status, as well as offering forum members the chance to meet new Chinese tourism industry contacts and raise awareness of the Lake District and how businesses can best serve Chinese travellers.

“This was another valuable opportunity to showcase what the Lake District has to offer and how our member businesses are collaborating to offer more creative itineraries for the Chinese market,” explains Lake District China Forum chair Jennifer Cormack from Windermere Lake Cruises.

“The Lake District China Forum is bringing our tourism industry expertise and offering together to build relationships with the Chinese and promote the destination more effectively.  Putting on these events in the capital allows us to maintain direct face to face contact with influential Chinese market tour operators and decision-makers.”

The number of Chinese visitors to the UK China is expected to treble by 2020.  The Lake District China Forum uses these events and trade missions to cities such as Beijing, Guangzhou, Hong Kong and Shanghai to keep up to date with travel trends and cultural needs.

“Another key aspect of this activity is to ensure that we introduce new products and attractions to Chinese tour operators as they come on stream,” adds the Lake District China Forum’s marketing director, Colin Fox, from English Lakes Hotels Resorts & Venues. 

“There is a great story to tell for 2018, not only around World Heritage status but also key developments such as Low Wood Bay Resort & Spa, the Lake District’s first world-class resort, and the Windermere Jetty Museum of Boats, Steam and Stories, a unique new visitor attraction celebrating the boating heritage of the lake.”