The Cumbria Tourism team is flying the flag for the Lake District, Cumbria at one of the biggest and most renowned international travel trade events this week.
With 51,000 people expected to attend, World Travel Market is the first large-scale opportunity the organisation has had since the pandemic to showcase the destination to a range of key travel trade operators and media from more than 100 countries.
It is taking place at the ExCel London from 7 to 9 November and enables Cumbria’s official Destination Marketing Organisation (DMO) to showcase the region along with other destinations and some of the biggest names in accommodation and hospitality, renowned attractions, innovative travel technology providers and airlines.
Representatives from Cumbria Tourism are exhibiting as part of the UKinbound stand (UKI200), where they will be speaking to decision makers from around the globe and forging new face-to-face relationships.
Marketing Executive Francine Bult is one of the team exhibiting at World Travel Market. She says, “Being part of this important face-to-face event will help bring Cumbria to life for key international buyers, inspiring visits and trip itineraries from overseas markets which are continuing to build their confidence about returning to the UK again.
“The work we’re doing internationally is crucial to cementing the county’s reputation as a world-class visitor experience. Before the pandemic, around 14% of visitors to Cumbria were from overseas. This is something we’re looking to develop and grow in years to come.”
She adds, “There are lots of potential opportunities for Cumbria to benefit from some big events happening across the North West in 2023, with international visitors expected to take a big interest in both the Eurovision Song Contest and the Open Golf at Royal Liverpool.
“Nationally, we have King Charles III’s Coronation and the whole of 2023 has been designated as the Year of the Coast – giving us a great reason to shout about the diversity of the Cumbrian coastline stretching from Morecambe Bay right up to the border with Scotland, and taking in fantastic heritage, wildlife and visitor attractions along the way.”
World Travel Market follows on from Cumbria Tourism’s participation the recent UKinbound Convention and the Group Leisure & Travel Show. Earlier this autumn the team was among a group of around a dozen of the county’s top attractions and accommodation providers in the United States earlier this autumn for the Destination Britain North America event.
It also follows Cumbria’s nomination as ‘Destination Management Organisation (DMO) of the Year’ in the UKinbound Awards for Excellence. The much sought-after awards recognise businesses and individuals that have made a significant contribution to attracting international visitors and engaging with the overseas travel trade.
‘DMO of the Year’ is one of the most prestigious categories, with Cumbria Tourism named as one of the three finalists by a panel of industry leaders.
The organisation’s international promotion is ongoing and Holiday World in Dublin will be one of the first large-scale events on the calendar for early 2023.