Cumbria is hoping to welcome more visitors from China when Hainan Airlines starts direct flights from Beijing to Manchester next month (June).
The Lake District's China Forum, made up of businesses in the region, recently hosted an event in London to promote Cumbria to Chinese tour operators and journalists.
Jennifer Cormack from Windermere Lake Cruises, who helped to organise the event, said businesses are keen to showcase Cumbria as a world-class destination.
She said: “Chinese travellers are a huge opportunity for the Lake District and Cumbria.
"With four new direct flights into Manchester each week, we’re in a great position to show how well connected and accessible we are to tour operators who can bring international visitors to the heart of the Lakes.”
Events such as the Beatrix Potter 150th celebrations are being used to market Cumbria to international tourists.
Figures from VisitBritain show that visits from China were up 37 per cent in the first nine months of 2015, with 214,000 visits from China from January to September.
Businesses in The Lakes are also hoping to boost visitor numbers from Japan, with The Lake District Japan Forum recently hosting tour operators from London to showcase attractions and hospitality in the region.
Subscribe to our newsletter: get a glimpse of what it's really like to live and work in Cumbria.