The beauty of the English Lake District is being put on the global stage thanks to Windermere Lake Cruises.

The tourist company is building connections with hundreds of travel operators in Jakarta, Kuala Lumpur and Bangkok in an endeavour to attract international holidaymakers from unexplored markets.

Jennifer Cormack, sales and marketing director for Windermere Lake Cruises, is on the trip. She said: "The most exciting thing about this visit is we are developing completely new business.

“The cities and countries involved have been highlighted as areas where there is a big market for travel experiences but traditionally people there don’t head to the English Lake District – we are looking to change that.”

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Ms Cormack is part of an international delegation, representing key British and Irish attractions including the Historic Royal Palaces, City of Cork and Manchester City Football Stadium.

The UK and Ireland Destination Workshop Roadshow, organised by global travel operator Miki Travel, is establishing these new business links.

"The reaction we are getting from travel agents in the cities has been incredible," said Ms Cormack.

The agents have traditionally orchestrated trips for overseas tourists largely to London and Edinburgh.

However, Ms Cormack's influence has encouraged them to add the English Lake District to travel plans, integrating visits to iconic attractions such as the Lakeland Motor Museum and Windermere Lake Cruises.

Promotion for accommodation providers including Lakeside Hotel, Langdale Chase and Lake District Country Hotels, and tours by Lake District operator Mountain Goat, have also been included as part of the trade mission.

So too have attractions like The World of Beatrix Potter and The Lakeside and Haverthwaite Steam Railway.

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International visitor numbers to the Lake District is starting to pick up following disruption due to the Covid-19 pandemic.

Windermere Lake Cruises endeavours to stimulate international visits to the region.

Last year, a trip to India and China delivered a 'Come to Cumbria!' message, with visits to New Delhi and Shanghai. The team had previously visited the USA and parts of Europe.

"The global pandemic drastically reduced the number of overseas travellers coming to Cumbria and while there has been a steady increase in international travel since then – we need to build on that momentum," said Ms Cormack.

Cumbria Tourism's research shows international visitors' economic importance, showing they typically spend 55 per cent more per person per day than domestic visitors.