Windermere Lake Cruises is heading 'down under' to attract more tourists from Australia and New Zealand to the Lake District.

Tour operators are to be met in Sydney, Melbourne, and Brisbane, showcasing the beauty of England's longest lake and the region.

Jennifer Cormack, sales and marketing director for Windermere Lake Cruises, said: "This is an exciting opportunity because Australian and New Zealand visitors can be a developing and significant part of our visitor economy.

"We know Australians love the English Lake District and we hope this trade mission will encourage more and more of them to make the trip to see us."

Research suggests that visitors from Australia and New Zealand stay longer and spend more than other international visitors, meaning an increase in their numbers could significantly benefit Cumbria’s visitor economy.

The Australia Travel Trade Mission, organised by national tourism agency VisitBritain, runs from September 8-13.

Joining the mission are Cumbria Tourism, Lake District Country Hotels, the World of Beatrix Potter Attraction, and the Lakeside and Haverthwaite Railway.

They will meet selected buyers from the Australian and New Zealand travel market with the hopes of establishing links and business.

According to VisitBritain, summer 2023 saw Australia reach an all-time high for its inbound visitor value to the UK, making it the second most valuable market for the British visitor economy.

Ms Cormack said: "This first trip to Australia is the latest move in our continuing efforts to encourage international visitors from across the globe to add the English Lake District to their travel itineraries.

"Earlier this year I met with hundreds of travel operators in Indonesia, Malaysia and Thailand to develop new business links and promote the wider Lake District destination, quality accommodation and key attractions.

"The reaction we get from travel agents in cities around the world is incredible.

"Many of their itineraries have traditionally just taken overseas visitors to London and Edinburgh.

"Now they are adding the English Lake District to those itineraries along with visits to quintessentially English attractions like Windermere Lake Cruises and our sister attraction the Lakeland Motor Museum."

Previous trade missions have taken the 'Come to Cumbria!' message to India, China, the USA and Europe.