More Japanese tourists could be heading to the Lake District following a visit by specialist tour operators.
The Lake District Japan Forum, made up of businesses in the region, hosted 11 key decision makers from London to showcase the hospitality and attractions on offer in The Lakes.
Chairman Colin Fox said: “Japanese tourists are important for many businesses in Cumbria.
"It is well known that the Japanese have a great love for the stories of Peter Rabbit and friends but there are so many other reasons the Japanese keep returning to the Lake District.
"This familiarisation trip for some of the London agents is a great way to keep us in the forefront of their minds as a very important element of any UK tour for their Japanese clients.
“The Beatrix Potter 150th celebrations being organised by the National Trust and others here and in Japan should prove a very good boost of promotional coverage for us."
The Lake District Japan Forum has forged close links with Japanese tour operators over the last 20 years, with Japan as the main overseas market for many businesses.
The tour operators were shown round a number of sites during their two-day visit including the World of Beatrix Potter Attraction, Dove Cottage and The Lakes Distillery.
Subscribe to our newsletter: get a glimpse of what it's really like to live and work in Cumbria.