Maximising New Opportunities

Amid the uncertainty, it’s hoped that Brexit could also bring some new opportunities for our industry. This includes:

  • A potential fall in the value of the pound would make it cheaper for overseas visitors to travel to the UK….
  • …and the drop in the value of the pound would also make overseas travel more expensive. In turn, this may encourage more UK residents to choose staycations rather than holidaying abroad. Use this to your advantage in your marketing and messaging.
  • Businesses may be encouraged to diversify their international markets and welcome more visitors from beyond Europe, particularly from core markets such as the USA, as well as emerging markets including India and China.

Significant work is being done to attract international visitors, and these are fantastic foundations to build on. For instance, Lake District businesses have been working in Japan for more than 25 years and great work has also been done to develop the China market.  Most recently, Cumbria Tourism has identified India as a key emerging market

Case Study: Lake District India Forum

The newly launched ‘English Lake District India Forum’ is helping tourism businesses to make the most of the UK’s growing appeal to overseas visitors.

Set up by Cumbria Tourism, it brings together almost 30 businesses targeting international visitors from the fast-growing Indian market.

The Forum recently welcomed a selection of CEOs from India’s top travel agencies and Destination Management Companies for two high-level visits, to coincide with the Cricket World Cup and celebrate cricket’s huge popularity for the Indian population.

A core steering group is now meeting bi-monthly to keep up the momentum and is currently looking into a possible trade mission to India in the New Year. A microsite featuring new film and photography is also being developed, alongside targeted e-newsletters for Indian travel trade operators.

If you are interested in marketing to the Indian market and would like more information, contact:

For further information

Contact Reception on
01539 822222 or