Overseas visitors to be surveyed

Cumbria Tourism has started work on a major new survey which aims to find out what international visitors think of the county as a holiday destination.

Dozens of the county's businesses are this week being invited to help distribute short questionnaires to their overseas guests next year.

It is part of Cumbria Tourism"s 2007 International Visitor Survey - a short two-page questionnaire aimed at providing an up-to-date health check on how the county is performing as a destination for international travellers.

The survey also hopes to reveal important information about what influences a journey to the county.

Cumbria Tourism already surveys businesses about their international markets but the 2007 survey is unique in being the first time overseas holidaymakers have been directly engaged.

Tourism brings in £1.13 billion pounds to the county's economy every year and statistics from the Office of National Statistics suggest the county has 210,000 visitors from overseas every year.

In 2005, Cumbria - The Lake District was most popular with Australians who made 27,000 trips. This was followed by Americans, Germans and Canadians, who make up a third of the overseas visitors to the county.

Japan is fifth in the top 10 of visiting countries, followed by Netherlands, Sweden, France and Monaco, Ireland, Spain and Andorra.

The questionnaire will aim to find out a variety of information, including:

Purpose of visit
What influenced their holiday here
How they rate Cumbria - The Lake District as a destination
How many nights they intend to stay
What they have enjoyed about the county
How they got here
How they will get around Cumbria
Whether they are likely to revisit

Ian Stephens, Cumbria Tourism chief executive, said: "Cumbria - The Lake District is an extremely popular destination with overseas visitors and the tourism industry in the county is competing in a truly global visitor market.

"We want to be absolutely certain that the county and our members are doing all they can to attract visitors from overseas and we would urge all of them to help us in distributing these questionnaires to their international guests."

Peter Mearns, Director of Marketing and Communications at the Northwest Regional Development Agency (NWDA), said: "Cumbria contributes significantly to the Northwest's £7 billion visitor economy and the Lake District in particular has global appeal. Research such as the International Visitor Survey is important if we are to respond to challenges and changes in the global tourism market. Intelligence led marketing will help to give Cumbria and the Northwest a stronger customer focus."

Ends

1: For more information contact the press office at Cumbria Tourism by calling 015398 22222.

2: To find out more about the work of Cumbria Tourism go to www.cumbriatourism.org

3: Cumbria Tourism is supported by the Northwest Regional Development Agency (NWDA). The NWDA leads the economic development and regeneration of England"s Northwest and is responsible for: Supporting business growth and encouraging investment; Matching skills provision to employer needs; Creating the conditions for economic growth; Connecting the region through effective transport and communication infrastructure; Promoting the region's outstanding quality of life.

4: To book accommodation in Cumbria - the Lake District, please call our Accommodation Booking Line on 0845 450 1199 or go to www.golakes.co.uk

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