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One of Cumbria's most influential tourism figures, Ernest "Ernie" Fallowfield, has been awarded the British Empire Medal in the 2026 King's Birthday Honours in recognition of his outstanding contribution to tourism and economic development in the Lake District over more than fifty years.
A lifelong resident of the Windermere area, Ernie's long service to the tourism industry began in his teenage years when he worked as a Skipper on Windermere during the summer months. What started as a seasonal job developed into a remarkable career, dedicated to showcasing the beauty of the Lake District to visitors from around the world.
Since the early 1970s, Ernie has played a pivotal role in the growth and success of what has since become Windermere Lake Cruises. He was instrumental in bringing together several local boating businesses to create what has become one of the UK's leading visitor attractions. Today, the company welcomes more than one million passengers annually, consistently ranks among England's top ten paid-for attractions, and remains one of the largest employers in the central Lake District.
Widely respected for his vision and leadership, Ernie has continuously sought innovation and best practice from across Europe. He has overseen the development of pioneering vessels built in both the UK and overseas, helping to modernise the Windermere Lake Cruises fleet and transform the visitor experience on England's longest lake.
Beyond his business achievements, Ernie's influence has extended across Cumbria's wider tourism sector. At a time when many attractions operated only during peak seasons, he championed the concept of year-round tourism, recognising its potential to create sustainable employment opportunities and strengthen local communities.
His efforts helped establish the Lake District as a destination that could thrive throughout the year. Today, many businesses across the region operate year round, providing stable employment and contributing significantly to the local economy, a legacy that reflects Ernie's foresight and determination.
Ernie was also an early advocate of collaborative destination marketing. He played a leading role in bringing tourism businesses together to promote the Lake District nationally and internationally. This collective vision contributed to the creation of Cumbria Tourism, of which he was a supporting member. More than fifty years later, the organisation continues to play a vital role in supporting the county's visitor economy.
In recognition of his exceptional contribution to the industry, Ernie has received a number of other accolades throughout his career, including the prestigious Bernard Gooch Award for Lifetime Service to Tourism.
Away from the tourism sector, Ernie has also dedicated significant time and energy to supporting local charitable causes and community initiatives, earning widespread admiration and respect throughout Cumbria.
His lifelong commitment to tourism, innovation and community has helped shape the modern visitor economy of the Lake District, enhancing the experiences of millions of visitors while supporting generations of local families and businesses.
Bill Bewley, Chairman of Windermere Lake Cruises Limited and a colleague of Ernie’s for more than fifty years said, “I am absolutely delighted to see Ernie’s work for the Cumbrian tourism industry being recognised with this award.”
Commenting on the honour, Ernie said: “I am overwhelmed and indeed privileged to receive this honour on behalf of all those who shared and supported my vision some forty five years ago to move our tourist industry into a full twelve month operation, thereby providing year round sustainable employment for our own young local people and strengthening our economic infrastructure.
It is with quiet satisfaction that I now see the third generation of young locals raising their families and working in the locality they love and grew up in.”
Ernie Fallowfield BEM is a Director of Windermere Lake Cruises Limited and has previous roles including past Chair, South Lakeland Organisation for Tourism / South Lakeland Tourism Partnership, past Committee Member and current Honorary Member, Cumbria Tourist Board / Cumbria Tourism.
