A Lake District hotel group has seen an eight-fold increase in Chinese visitors in the last five years following a national tourism campaign to establish stronger links with Chinese tourism operators.
English Lakes Hotels Resorts & Venues has seen visitor numbers from China to its five hotels in Cumbria and North Lancashire increase from 0.8% to 6%, overtaking Japan and the United States to become its primary international market.
The group has been working with VisitBritain since 2008 in a bid to attract more Chinese visitors, and regularly attends the annual Destination Britain China event.
English Lakes Hotels Resorts & Venues has also created the English Lake District China Forum with Jennifer Cormack from Windermere Lake Cruises to represent the area and encourage more visitors.
Colin Fox from English Lakes Hotels Resorts & Venues explains: “International visitors continue to be a very important part of our business. In particular, there are important midweek occupancy benefits from overseas visitors which are harder to achieve through domestic business alone. We expect our market share from China, Japan and the United states to see continued growth.
“The new developments at Low Wood Bay Resort & Spa will also increase the availability and interest for the higher end market on this year’s visit.”
Early last year, Low Wood Bay in the Lake District announced it is to undergo an extensive £16m refurbishment which will include a complete renovation throughout the property and the addition of a new spa.