Ullswater Steamers and Muncaster Castle & Gardens are heading to China in November 2019, as part of a delegation to promote and strengthen the region’s links with the Asian markets.
Both Lake District tourism businesses will be attending VisitBritain’s three-day Destination Britain China and North-East Asia 2019 event to promote British destinations, products and suppliers to around 100 overseas tour operators from China, Hong Kong, Japan and Korea. This year, the event will be taking place on 25-27 November in the city of Xi’an, North-West China.
Traditionally, the China tourism market has been associated with group travel, but the largest growth market from this region are Financially Independent Travellers (FITs), who are hungry for authentic experiences. In 2018, visitors from China spent on average £1,680 per visit in the UK – almost three times the market average. Chinese visitors also stayed longer, with holidaymakers staying an average of 16 nights compared to a market average of seven, and they travelled more widely across the UK than other visitors.
Rachel Bell, Head of Marketing & Development at Lake District Estates and Director of Western Lake District and Coast Tourism says, “This trade mission is all about developing key relationships with buyers in the growing Asian markets and showcasing the full breadth of what the Lake District has to offer outside the well-known Windermere area. The FIT (Free and Independent Travel) segment is set to keep growing and travel agents play a vital role in facilitating first-time travellers to make their holiday plans, so it is essential we utilise this mission to make strong connections to compete in the global tourism market.
“Britain is recognised as a world-class destination for heritage and culture and with our Lake District National Park awarded UNESCO World Heritage Site status in the cultural category, we have a huge amount to offer international visitors in terms of experiences that fascinate and delight. Ullswater Steamers already have language publications, a commentary app, and a website version in Mandarin and work closely with Marketing Manchester to make the most of WeChat and Weibo.”
Peter Frost-Pennington of Muncaster Castle said, ” I am delighted to have the opportunity to showcase the landscape, high-quality attractions and facilities that the Western Lake District offers to the rising Chinese tourist market. With the scenic Cumbrian Coast railway line connecting the region to the mainline trains direct from London and Manchester, it is incredibly straightforward for visitors to get here from the major international airports. My emphasis will naturally be on Muncaster Castle, our Pennington Hotels and our neighbouring attraction, the brilliant Ravenglass & Eskdale Railway,”
For more information about Ullswater The Lake District, please visit their website.