LAKE District tourism businesses are making a major pitch to boost the number of Japanese visitors.

The Lake District Japan Forum will host a special reception in London on Monday (Oct 19) for 60 key decision makers from Japanese tour operators based in the capital.

The aim is to raise awareness of everything the Lake District has to offer, including 'its quality accommodation and inspiring attractions'.

The forum is made up of a team of Lake District businesses which have forged close links with Japanese tour operators over the last 20 years.

Attending the reception will be representatives from a number of organisations, including English Lakes Hotels, the World of Beatrix Potter, Windermere Lake Cruises, Lakeside & Haverthwaite Steam Railway, the National Trust, Grasmere Gingerbread and Cumbria Tourism.

For many Lake District tourism businesses, Japan is still the number one market for overseas visitors and the reception is seen as an opportunity to discuss new business and create itineraries for future visits.

Colin Fox, chairman of the Japan Forum, said: “We have a fantastic relationship with the Japanese travel trade and continue to see impressive numbers of guests from the country.

"By holding events such as this London reception, we maintain good relationships with the right people in the Japanese travel industry and the Lake District continues to be one of the top destinations in the UK outside London. Our aim is to help this continue for many years to come.”

Since 1995, members of the Japan Forum have worked collectively to pool resources and increase the profile of the Lake District with Japanese tour operators. The forum has developed a network of contacts, establishing the area 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

In 2014, more than 41 million people visited Cumbria contributing around £2.5 billion to the local economy and support around 58,000 jobs.