£15,000 boost to market Lake District to China

The Lake District China Forum with support from Cumbria Tourism, has secured the funding from Cumbria Local Enterprise Partnership to advertise the region to the world’s largest tourist market. The forum has now teamed up with Marketing Manchester and become a key destination partner ahead of direct flights beginning from Manchester to Beijing in June.

Jennifer Cormack from Windermere Lake Cruises said that the investment would help to raise the profile of the Lake District internationally.

Mrs Cormack, said: “This is a fantastic opportunity for the Lake District China Forum to be part of a large integrated marketing campaign. “It means the Lake District has the highly visible opportunity to be represented as a key visitor destination for those travelling between Beijing and Manchester.”

The Lake District China Forum was formed a year ago and the members all contribute to a promotional budget and work together to market themselves and the Lake District to Chinese visitors.

The advertising strategy will run until March 2017, and Colin Fox from English Lakes Hotels Resorts & Venues explained how the forum became involved in the programme.

Mr Fox, said: “The forum works to a very tight budget, so we have to be very creative with our marketing strategy.

“It’s crucial that we continually seek out new ways of partnering, tapping into joint initiatives and maximising resources. “Working alongside Marketing Manchester is an imaginative approach, and thanks to the investment from Cumbria LEP, we can be at the forefront of a promotional initiative which will fast track our profile in China.”

The marketing strategy will include digital and print advertising, content on a Chinese tourism website, editorial articles syndicated to up to 80 Chinese media outlets

Graham Haywood, director of Cumbria Local Enterprise Partnership, said that the flights from Manchester provided a unique opportunity for the Lake District.

Mr Haywood, said: “China is the world’s largest outbound tourist market and the number of Chinese tourists coming to the UK is increasing significantly. “The start of the first direct flights between Manchester and Beijing means that the Lake District and other parts of Cumbria will become far more accessible to Chinese visitors to the UK. “This joint marketing approach represents a cost effective solution for the Lake District China Forum to reach more Chinese tourists in both the UK and China. “If it can exploit upward visitor trends, this will bring significant benefits to tourism attractions, accommodation and hospitality providers, and the wider economy across Cumbria.”