The Lake District, Cumbria welcomes key Japanese tour operators

This week, the Lake District Japan Forum is welcoming eleven key decision makers from London-based Japanese tour operators to the Lake District, Cumbria. The aim is to showcase the very best of what the region has to offer and they will be guided around our inspiring attractions, experience our quality accommodation and sample the finest food and drink from across the county.

Delegates taking part in the two day trip (19th & 20th April) of the area represent a range of influential travel trade agents including Virgin, Jac Travel, Tumlare/JTB and Discover Britain.

For many Lake District tourism businesses, Japan is still the number one market for overseas visitors. Therefore the familiarisation trip will not only be an opportunity to discuss new opportunities and create itineraries for future visits, but also the chance for the tour operators to experience what’s on offer for themselves.

The Japan Forum is made up of a team of Lake District businesses who have forged close links with Japanese tour operators over the last 20 years. During this week’s Familiarisation visit the tour operators will meet with Mountain Goat Tours, Rydal Mount & Gardens, Linthwaite House, Lakeside & Haverthwaite Steam Railway, Windermere Lake Cruises, The National Trust, World of Beatrix Potter Attraction, Lindeth Howe Country House Hotel, English Lakes Hotels Resorts & Venues, Blackwell, The Arts & Crafts House, Brockhole Visitor Centre, Dove Cottage, Grasmere Gingerbread, Ullswater Steamers and The Lakes Distillery.

Colin Fox, Chairman of the Japan Forum, says;

I think it’s very well documented how important the large number of Japanese tourists are for many businesses in Cumbria. A great love for the stories of Peter Rabbit and friends is also well known but there are so many other reasons the Japanese keep returning to the Lake District and this familiarisation trip for some of the London agents is a great way to keep us in the forefront of their minds as a very important element of any UK tour for their Japanese clients

The Beatrix Potter 150th celebrations being organised by the National Trust and others here and in Japan should prove a very good boost of promotional coverage for the Lake District and help maintain and even grow the number of visitors this year, next year and hopefully for many more years to come”.

Sue Clarke from Cumbria Tourism adds;
Japan continues to be a key market for the Lake District and this trip is a fantastic opportunity for both the operators and the Japan Forum to meet and learn more about what the market is looking for in a destination. We have built strong relationships with the industry and it is important to keep investing in trips like this one.”


Notes to editors

1. For further information please contact Sarah Jones on 01539 825052 or

2. Since 1995, members of the Japan Forum have worked collectively to pool resources and increase the profile of the Lake District, Cumbria in Japan. The Forum has developed an excellent network of contacts and established our county as one of the top destinations in the UK for Japanese tourists. Trade missions to both Japan and London are organised regularly and independently, funded by participant businesses, and have proved a very effective part of our marketing strategy. A Japanese market specialist based in Tokyo is also employed to conduct promotional visits to travel trade offices and supply the Forum with insider feedback on trade developments and marketing opportunities direct from Japan. For advertising opportunities and more information in getting involved with the Japan Forum go to

3. With over 40 years of continuous service, Cumbria Tourism is the lead organisation for tourism in the county and is at the heart of the Cumbria visitor economy. It has a membership of more than 2,600 members who in turn employ thousands of employees.

4. In 2014, over 41 million people visited Cumbria contributing more than £2.44 billion to the local economy and support around 58,000 jobs. To find out more about the work of Cumbria Tourism, visit

For further information

Contact The PR Team on
01539 822222 or