Jen Cormack, Sales & Marketing Manager of Windermere Lake Cruises photographed with the award

Windermere Lake Cruises chosen to attend prestigious international event

Published: 19th May 2017

Windermere Lake Cruises has been showcasing the Lake District to the lucrative Chinese visitor market, after being selected as one of only eight businesses nationwide to represent the UK at the prestigious World Bridge Tourism event.

World Bridge Tourism has been held in Shanghai this week, with the aim of increasing the number of Chinese visitors heading to Europe. Windermere Lake Cruises secured the place - including a flight to China - after a rigorous application process which saw just 150 organisations from across Europe win places at the main conference and workshop events.

Sales and Marketing Manager at Windermere Lake Cruises, Jennifer Cormack, has been in China to attend World Bridge Tourism, which she has combined with the first ever ‘ITB China’ - another key international event for China’s ever-expanding travel market.

Jennifer says, “Securing the opportunity to showcase the Lake District on the world stage is a major coup. Nothing beats meeting Chinese travel agents and tour operators face-to-face and it has been a fantastic experience to see so much genuine interest for the assets and attractions our region has to offer. I’m looking forward to converting that energy and enthusiasm into bookings which contribute to our thriving tourism industry.”

International award unveiled for Lake District China Forum at event

As part of ITB China, the Lake District China Forum was also presented with a special award last night (Thursday 11 May 2017) by the China Outbound Tourism Research Institute. It received a silver ‘Chinese Tourist Welcome Award’ in the Product Adaptation category.

The special collaboration of ten businesses was set up to promote Lake District to potential Chinese visitors and each business provides dedicated time and support to help attract this important market.


Jennifer Cormack is also Chair of the Lake District China Forum. She adds, “It’s been a real team effort to get the group off the ground, so I was very proud to collect this international award on behalf of all the businesses involved. However, we can’t rest on our laurels and we will continue drumming home the message to this important and fast-growing international market.”

The award also comes hot on the heels of the China Forum being shortlisted for a national VisitEngland last month.

The full list of Cumbrian businesses on the Forum includes:

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