A LAKE District hotel group is backing an initiative by VisitBritain to encourage more Chinese tourists to come to the UK.

Colin Fox, marketing manager of English Lakes Hotels Resorts and Venues, will travel to two Chinese cities to meet representatives from the country’s travel trade and media.

Chinese tourists are now the single biggest source of tourism income in the country – with the UK fifth in the league table of most popular places for Chinese people to visit.

However, many of them only stay in London and the campaign is on to persuade them to visit the North.

Mr Fox, who is also chair of the Lake District Japan Forum, will visit Hong Kong and Guangzhou, the largest city in southern China.