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Windermere Lake Cruises is championing Cumbria’s international appeal, ensuring the region remains firmly on the global travel map.
Maintaining Cumbria’s profile with overseas visitors is a top priority for Windermere Lake Cruises, which continues to invest in promoting both the attraction and the wider region to international audiences.
Jennifer Cormack, Sales and Marketing Director for the group, which also owns the Lakeland Motor Museum, has been leading efforts this autumn and winter to strengthen ties with international travel planners and tour operators.
“As the global economy faces challenges, it’s vital for us to maintain a strong presence at key events that showcase the UK to overseas travellers,” said Jennifer. “Visitors are becoming more selective about where they spend their money. As a world-class destination, we want Cumbria to be at the top of that list and when they arrive, we want them to experience the beauty of a cruise on one of the most famous lakes in the world. International visitors are particularly important because they travel all year round, helping to sustain the local economy during the quieter winter months.”
Working closely with VisitBritain, Windermere Lake Cruises recently joined the Spain Roadshow, meeting more than 300 trade contacts in Bilbao, Madrid, and Barcelona. Representing Cumbria as part of the ‘Great Northern delegation’, the team showcased the North of England’s top destinations, reflecting growing demand for experiences beyond London.
October concluded with participation in the Global European Marketplace networking event in London, paving the way for World Travel Market in early November, one of the most significant events in the travel calendar. The three-day showcase attracts thousands of global tourism professionals planning itineraries for 2026 and beyond. Windermere Lake Cruises represented Cumbria alongside Cumbria Tourism and other regional businesses.
Jennifer added: “Later this month, I’ll be heading to North East Asia as part of a VisitBritain delegation to continue building relationships with buyers and planners from China, Japan, and Korea. Joined by Cumbria Tourism and Lake District Country Hotels, we’ll begin with office visits in Hong Kong to strengthen ties with key partners, before heading to Chengdu.”
From Europe to Asia, Windermere Lake Cruises is committed to championing Cumbria’s tourism appeal, ensuring the region remains a must-visit destination for international travellers.
