A NEWLY-launched ‘English Lake District India Forum’ has been welcoming leaders from some of the Asian country's top travel agents.

The new forum has been set up by Cumbria Tourism to bring together businesses targeting international visitors from the fast-growing Indian market.

This week’s high-level visit of chief executive officers co-incides not only with the launch of the forum, but also celebrates the cricket world cup in England and Wales, which is a massive draw for Indian sports fans.

The group includes chief executives and managing directors from leading travel agencies like Cox & Kings India and KFT Holidays, as well as trade media, airline partner Oman Air and representatives from VisitBritain.

Cumbria Tourism’s renewed India-focus is part of a long-term partnership with Marketing Manchester, which hosted the group for the India versus Pakistan match at Old Trafford on Sunday, before they headed to Cumbria to explore the wider North West region.

The delegates have been travelling through south and central Lakes to the Eden Valley to experience key visitor attractions including Gilpin Spice; Windermere Jetty, Museum of Boats, Steam and Stories; Windermere Lake Cruises; Lake District Country Hotels; Mountain Goat; Grasmere Gingerbread and Lowther Castle.

A cricket-themed drinks reception at Storrs Hall, Bowness, also celebrated the world cup, including a helping hand from Millom Cricket Club and their Sri Lankan professional, Sameera Sadamal.

A second Indian delegation will travel to Cumbria on Monday, June 24, just ahead of the India versus West Indies cricket match in Manchester. It will bring India Forum members together with key Indian destination management companies which offer services including tours, travel packages and airport transfers. The aim is to help increase their knowledge of the country outside London and put Cumbria at the centre of their planning decisions for the coming year.

Cumbria Tourism’s managing director Gill Haigh said: “Cumbria has a compelling message for Indian visitors, who are renowned for their love of culture, heritage and the natural landscape.

"Businesses joining the India Forum will help forge even stronger links with overseas trade contacts and take an active role in encouraging more leisure visitors from the world’s fastest growing economy."