We've been shortlisted for a prestigious Cumbria Business Award

We're delighted to announce that we have been shortlisted for the 'Flying the Flag for Cumbria' category at the In-Cumbria Business Awards 2026, recognising our commitment to promoting Cumbria and its outstanding tourism offering to audiences around the world.

These prestigious awards celebrate businesses from across Cumbria that demonstrate dedication, resilience, innovation and excellence within their sectors. The 'Flying the Flag for Cumbria' category specifically recognises organisations that have helped put Cumbria on the map nationally and internationally through the products and services they provide.

As the only tourism business shortlisted in this category, we're incredibly proud that our role in supporting and championing Cumbria's visitor economy has been recognised.

Jennifer Cormack, our Sales and Marketing Director, said:

"The tourism sector is the biggest employer in our county, supporting approximately 75,000 jobs and making a significant contribution to the local economy.

"As the most popular paid-for attraction in Cumbria and one of the top ten in the UK, we are very aware of the important role we play in supporting the region's visitor economy, so we're hugely proud to be nominated in this category."

Promoting Cumbria to international audiences is a key part of our business strategy. In recent years, we have travelled extensively overseas to showcase not only Windermere Lake Cruises but also the wider tourism experiences available across the county.

Jennifer has represented us at meetings with travel buyers and planners in markets including the USA, Hong Kong, Australia, New Zealand, the Netherlands, the Nordic countries, Spain, Indonesia, Brazil, Thailand and Japan. We also regularly collaborate with other UK tourism suppliers to visit key travel trade offices and deliver presentations to sales teams.

Alongside this, we attend international trade and consumer events to encourage overseas visitors to discover Cumbria and maintain a strong presence at major UK travel trade exhibitions, including the Global European Marketplace, Britain and Ireland Marketplace, and World Travel Market.

To support our international marketing activity, we have translated our promotional materials into multiple languages, including several European languages, Spanish and Portuguese for South American markets, Chinese, Japanese and a range of Indian dialects.

Jennifer added:

"We've noticed that visitors from Asia often take our leaflets and brochures home as souvenirs, helping to extend awareness of both Windermere Lake Cruises and Cumbria among their friends and family when they return home.

"It's fantastic to see the impact our international marketing activity can have, not only in encouraging people to visit Windermere Lake Cruises, but also in showcasing everything Cumbria has to offer."

The In-Cumbria Business Awards 2026 final will take place on 12 November in Carlisle, where the winner of the 'Flying the Flag for Cumbria' award will be announced.