An initiative to attract more Chinese visitors to Cumbria has picked up a national award.

The English Lake District China Forum won bronze in the Innovation in Tourism category at the VisitEngland Awards for Excellence 2018.

The honour, in recognition of the work done by the forum to raise awareness of the English Lake District, was presented at a ceremony in Bath.

Representatives from Windermere Lake Cruises and English Lakes Hotels were at the event to collect the award on behalf of the group.

The English Lake District China Forum is a special collaboration of ten businesses set up to showcase the Lake District to the Chinese visitor market.

Jennifer Cormack, sales and marketing manager at Windermere Lake Cruises, is chair of the forum.

She said: “We were very proud to collect this national VisitEngland award on behalf of the forum.

"It is a real team effort and each business provides dedicated time and support to help attract Chinese visitors.

"The China Forum also collectively employs a Chinese-speaking marketing expert and a social media expert, so the VisitEngland accolade is a real accomplishment for everyone involved.”

Sally Balcombe, chief executive officer of VisitBritain and VisitEngland described the standard of applications for the award as extremely high.

She said: "That’s why Lake District China Forum’s accolade is a testament to their excellent work.

"These awards shine a spotlight on our fantastic tourism industry, with the winners showcasing the quality, innovation and excellence on offer throughout England and I warmly congratulate them on their impressive contribution to the tourism industry.”

The businesses which make up the Lake District China Forum are Windermere Lake Cruises, English Lakes Hotels Resorts and Venues,World of Beatrix Potter, Lakeside and Haverthwaite Railway, National Trust,Lake District National Park Authority, Dove Cottage and The Wordsworth Museum, Forestry Commission, Mountain Goat Tours and Lakeland Arts Trust