Windermere Lake Cruises has been shortlisted for the ‘Flying the Flag for Cumbria’ category at the In-Cumbria Business Awards 2026, recognising the company’s contribution to promoting Cumbria and its tourism offering to audiences around the world.
These awards celebrate businesses of all types from across Cumbria that have shown dedication, commitment, resilience and excellence in their respective sectors. The ‘Flying the flag for Cumbria’ category celebrates businesses that have put Cumbria on the map both nationally and internationally, through the products and services they provide.
Windermere Lake Cruises is the only tourism business nominated in the category, highlighting the important role the company plays in promoting Cumbria’s visitor economy.
Jennifer Cormack, Sales and Marketing Director for Windermere Lake Cruises, said, “The tourism sector is the biggest employer in our county, supporting approximately 75,000 jobs in the area and making significant contributions 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 how valuable our business is to Cumbria, so we’re hugely proud to be nominated in this category.”
Promoting Cumbria to international audiences is an important part of Windermere Lake Cruises’ business strategy. In recent years, the company has travelled extensively overseas to promote not only its own attraction but the wider tourism offering across the county.
Jennifer Cormack has represented the company 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. She also regularly joins forces with other UK suppliers to visit key offices and present to sales teams.
The company also attends international trade and consumer events to encourage overseas visitors to discover Cumbria, alongside a strong presence at major UK travel trade events including the Global European Marketplace, Britain and Ireland Marketplace and World Travel Market.
To support its international marketing activity, Windermere Lake Cruises has translated its promotional materials into multiple languages, including a range of European languages, Spanish and Portuguese for South American markets, Chinese, Japanese and multiple Indian dialects.
Jennifer Cormack added, “We’ve noticed that visitors from Asia, tend to take home their leaflets and brochures as souvenirs, further cementing our international reach amongst their friend and family circles when they return home. It’s fantastic to see the impact that our international marketing activity can have, not just in encouraging people to visit Windermere Lake Cruises, but in showcasing everything that Cumbria has to offer.”
The In-Cumbria Business Awards final will take place on 12 November 2026 in Carlisle, where the winner of the ‘Flying the Flag for Cumbria’ award will be announced.
For more information on Windermere Lake Cruises, click here.
