International & Travel Trade

Showcasing our destination to global visitor markets

International & Travel Trade

Cumbria Tourism represents both the wider destination and our member businesses on the world stage using the ‘Visit Lake District’ brand.

International markets including the United States, China, Japan, India and Northern Europe are vital for the Lake District, Cumbria and we work hard to put relationships with inbound operators and product development at the forefront of our activity.

Working collaboratively with national partners including VisitBritain and UKinbound, Cumbria Tourism also provides business support for operators taking their first steps into working in international markets.

Facilitating and accompanying FAM trips is a key aspect of our work. For instance, the Cumbria Tourism team recently hosted 19 travel trade representatives from the US, offering a networking session with 20+ member businesses to facilitate valuable introductions – and crucially, generate direct bookings.

We also work with VisitBritain to host international journalists and influencer visits to promote the destination to key markets and profile Cumbria Tourism member businesses. This has resulted in coverage in travel magazines such as Condé Nast Spain, alongside international broadcasters like ‘Good Morning Arabia’ (40 million+ audience) and ‘Unbox Britain’ (subscriber base of 500 million, promoting to the Indian market).

Cumbria Tourism’s work with overseas visitor markets includes:


  • Working closely with member businesses to represent Cumbria’s tourism industry at large-scale events throughout the year, to forge direct one-to-one relationships and ensure tour operators have the right information at the right time for planning their schedules. In the last year alone, we have engaged with 600+ operators, press and consumers at key events.
International Travel Trade Events - Cumbria Tourism
International Travel Trade Events - Cumbria Tourism
International Travel Trade Events - Cumbria Tourism
International Travel Trade Events - Cumbria Tourism
International Travel Trade Events - Cumbria Tourism

A snapshot of the events the Cumbria Tourism team have recently attended – or plan to attend – on behalf the industry includes:

  • World Travel Market
  • UKinbound Convention
  • ExploreGB
  • British Tourism & Travel Show
  • Destination Britain North America (Washington DC and New York)
  • Holiday World Dublin
  • ITB Berlin
  • Group Leisure & Travel Show
  • Britain & Ireland Marketplace


Inspiring the travel trade

Developing a directory of travel trade ready products for buyers, alongside a new destination travel trade guide for buyers.

Developing targeted e-newsletters to a travel trade database of 500+ subscribers, with idea and suggestions for travel schedules.

Showcasing new developments and bookable products, ranging from accommodation to new launches and quirky or immersive experiences.

Responding to direct requests from the travel trade and making direct introductions to member businesses.

Delivering webinars directly to tourism operators; this activity enables us to reach hundreds of travel trade buyers.

Facilitating engagement with buyers in new and innovative ways. Examples range from hosting ‘Gin and Grasmere Gingerbread’ tastings by sending out goody-bags pre-event to delivering webinars to native French-speaking operators.

Maximising marketing opportunities

Providing member businesses with destination expertise and assets to promote themselves to targeted international markets.

Coordinating international travel trade, press and influencer requests to promote the destination to vast audiences and profile our member businesses.

Working in partnership with VisitBritain’s in-market teams, trade organisations and other DMOs to ensure the best possible use of limited collective resources.

How member businesses can get involved:


Tell us ‘what’s new’

From product development to new launches for 2023 and 2024, your news is essential to help us drip feed information to ‘long lead’ travel trade and media who often work months, and sometimes years, ahead!


Feature in our travel trade directory

Cumbria Tourism members wanting to work with the travel trade can feature in our travel trade guide which is taken to numerous events and sent out to travel trade contacts.

View the 2023/2024 guide here


Are you happy to accept international FAM, press and travel trade enquiries?

Let us know, so we can keep you in mind for future opportunities.


Make the most of free resources and training

New Electronic Travel Authorisation (ETAs)

The UK’s Electronic Travel Authorisation (ETA) scheme opened for applications from Qatari nationals in November 2023. ETAs replace the Electronic Visa Waiver scheme (EVW) for Qatari nationals; they cost £10 and permit multiple journeys to the UK over two years or until the holder’s passport expires – whichever is sooner.

There is an official partner pack containing shareable messages and products, to help you communicate about the scheme with your customers and networks.

Nationals of Bahrain, Jordan, Kuwait, Oman, Saudi Arabia and the United Arab Emirates travelling to the UK on or after 22 February 2024 can  apply from 1 February 2024.  Other nationalities do not need to apply yet, but there will be further updates throughout 2024.

Insight Into International Travel Trends and Behaviours

Tourism businesses can gain further valuable insights through VisitBritain’s research into the motivations, influences, decisions and sustainability of inbound travellers. A recent large-scale exploratory research project focused on post pandemic travel behaviours across 29 international markets.

The highlights revealed that:

  • Demand is back for global tourism and Britain remains a priority destination, even for those who have recently visited. However, there is reduced consideration for travel generally amongst 55 years+, whilst we see a higher incidence of Brexit negativity from European markets.
  • Value for money has become the dominant driver and remains a perceptual weakness for Britain. We expect value to continue to increase in importance and tourists are looking for ways to mitigate financial risk in a post-pandemic environment.
  • Visitors to Britain found it easier, more affordable and more welcoming than expected.
  • Britain’s strength as a destination choice lies in its (iconic) diversity of history and modernity in one, easy to navigate place.
    • Social and cultural activities are most distinctively sought by people visiting Britain. Visitors from India (South Asia) visited more places across England, with fewer travelling to London.
    • Emerging themes of wellbeing, sustainability and inclusivity are becoming a stronger priority, but each needs more work in terms of truly understanding what they could and should mean for British tourism. Adding to the current brand footprint, these elements will add warmth, surprise and uniqueness to the visitor offer.

    Get In Touch

    Contact the team at to discuss how you can make the most of Cumbria Tourism’s international marketing activity.