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).
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
- Access ‘Taking England to the World’ training on how to take your business overseas (in-person and online sessions).
- View recordings from VisitBritain’s free webinar series offering virtual training on key inbound markets, including dedicated market research from in-market experts in Spain, Germany, the Netherlands, India, GCC, France, the Nordics and more.
- Sign up to VisitBritain’s international e-newsletters for their latest events, research and activity.
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.