BUSINESSES in Cumbria have been leading the way when it comes to attracting Chinese visitors with a showcase event in London ahead of the launch of a new Beijing-Manchester airline route.

In the first event of its kind for any English region, the Lake District’s China Forum held a special reception in the capital specifically for Chinese tour operators and journalists, along with key figures from the European Tourism Association (ETOA), UK Inbound, Visit Britain and Marketing Manchester.

On June 10 Hainan Airlines launches its new direct service from Beijing to Manchester Airport, offering up to four direct flights per week and making it easier than ever before for Chinese visitors to explore the UK’s northern regions.

Sales and Marketing Manager for Windermere Lake Cruises, Jennifer Cormack, helped organise the London event to raise awareness of England’s largest national park and some of its best tourism attractions and assets.

“As the world’s largest outbound market, Chinese travellers are a huge opportunity for the Lake District and it is fantastic that so many of our businesses are joining together to take this message to key London-based influencers and show that we are a welcoming, world-class destination," she said.

“We are certainly very excited about the new direct flights into Manchester. Together with the existing rail infrastructure offered by Virgin from London and the ever-increasing frequency of direct trains, we’re in a great position to show how well connected and accessible we are to tour operators who can bring international visitors to the heart of the Lakes.”

She added: “Special 2016 anniversaries such as the 150th anniversary of Beatrix Potter’s birth and the 125th birthday of MV Tern – the oldest vintage ‘steamer’ still operating on Windermere – also help underline our rich culture and heritage, which is a vital message for the Chinese market.”