We're preparing for Australia and New Zealand trade missions

We're preparing to strengthen our presence in two important international markets as our Director of Sales and Marketing, Jennifer Cormack, heads to Australia and New Zealand as part of our ongoing overseas trade activity.

These trade missions form part of our wider strategy to promote not only Windermere Lake Cruises, but also the Lake District and Cumbria to international travellers. By working alongside tourism businesses and destination partners, we're helping raise awareness of the region's attractions, accommodation and experiences.

International visitors have long been an important part of our business. We regularly take part in overseas trade missions, meeting tour operators, attending trade and consumer events, and showcasing the Lake District to visitors from around the world.

Earlier this year, Jennifer travelled to Sweden, China and Brazil, with the Brazil mission delivering particularly encouraging results.

Jennifer said:

"Before I even left the destination, we had received a booking for 30 people.
"It has become very apparent that travellers from all over the world are seeking holidays to destinations they perceive to be safer and more wholesome. There is definitely a move away from big cities towards more rural areas, and this is where Cumbria can thrive."

These overseas visits also give us the opportunity to work collaboratively with other Cumbrian tourism businesses. For the Australia and New Zealand missions, we're joined by World of Beatrix Potter, Lakeside & Haverthwaite Railway, Lake District Country Hotels and Cumbria Tourism.

Working together allows us to present Cumbria as a complete destination, showcasing the breadth of experiences available and encouraging visitors to stay longer and travel outside the traditional peak season.

Australia and New Zealand remain particularly important markets for us, with many visitors choosing to travel during the quieter autumn and winter months and staying longer in the destination. Following the success of our previous visit in 2024, we felt it was essential to return in 2026.

Jennifer added:

"We tend to find that overseas visitors travel in the quieter seasons, including autumn and winter. Their presence in our community is vital in supporting a year-round visitor economy. Without international travellers, the county would be extremely quiet during these months, putting significant financial pressure on many businesses.
"It's a tough market out there right now and we cannot solely rely on UK visitors. We need international travellers to help boost sales, support local jobs and keep our economy thriving."

During the Australia and New Zealand missions, we'll be engaging with travel trade partners and potential customers, continuing to build relationships with influential tour operators and promote the Lake District as a must-visit destination.

We believe maintaining a strong presence in overseas markets is essential for supporting Cumbria's tourism economy, particularly by encouraging international visitors to explore the region outside the UK's busiest holiday periods.