International & Travel Trade
Cumbria Tourism represents both the wider destination and our member businesses on the world stage using ‘The Lake District, Cumbria’ brand.
International markets, both long haul and short haul, are vital for the county 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 VisitEngland and VisitBritain, Cumbria Tourism also provides business support for operators taking their first steps into working in international markets.
Facilitating and accompanying educational trips is a key aspect of our work. For instance, this year alone, the Cumbria Tourism team have helped with coordinating and hosting buyers from China, Australia, New Zealand, US, Netherlands, Belgium and Switzerland. These visits help to profile the area and facilitate valuable introductions to our members.
We also work alongside partners and member businesses 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:
Events
Working closely with member businesses to represent Cumbria’s tourism industry at large-scale events nationally and internationally 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.
A snapshot of the events the Cumbria Tourism team have recently attended – or plan to attend – on behalf the industry includes:
- World Travel Market
- Destination Britain North America
- Destination Britain China & Northeast Asia Mission
- Holiday World Show, Dublin
- Destination Britain Middle East & Asia
- Vakantiebeurs
- ITB Berlin
- Australia Roadshow
- British Tourism & Travel Show
- Group Leisure & Travel Show
- Britain & Ireland Marketplace
Inspiring the travel trade
Developed a dedicated destination travel trade guide for buyers which has been very well received by the trade.
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 and training directly to tourism operators; this activity enables us to reach hundreds of travel trade buyers.
We have developed a range of itineraries to give you new ideas and suggestions on the wide variety of things for groups to see and do across the region.
Download culture themed itineraries across Westmorland & Furness
Download group travel itineraries for Carlisle and the Western Lake District & Coast
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 2026 and 2027, 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.
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
- Access ‘Taking England to the World’ training on how to take your business overseas (in-person and online sessions).
- Register for VisitBritain’s free webinar series offering virtual training on the latest market data and insights. Covering key inbound markets, trends and forecasts, the sessions are designed to help you plan ahead.
- Sign up to VisitBritain’s industry e-newsletters for their latest events, research and activity.
New Electronic Travel Authorisation (ETAs)
The UK Government recently announced an update to the Electronic Travel Authorisations (ETAs). The ETA is used for worldwide visitors to the UK who do not currently need a visa for short stays, or who do not already have a UK immigration status prior to travelling.
An ETA is a digital permission to travel to the UK and has been introduced as part of the Government’s transformation and digitisation of the UK border.
An ETA currently costs £16 and permits multiple journeys to the UK for stays of up to six months and is valid for two years or until the holder’s passport expires – whichever date is sooner. The ETA grants travel to the UK for tourism, visiting family and friends, business or short-term study, and for transiting through the UK.
For more information and for regular updates on ETAs, please visit GOV.UK
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 campaigns@cumbriatourism.org to discuss how you can make the most of Cumbria Tourism’s international marketing activity.