A Cumbrian hotelier and chair of the the Lakes Hospitality Association is hoping to open up links with the UK Chinese student market.
Jonathan Denby has already translated websites for the Chinese market and has taken on a Chinese intern to help promote tourism.
Cumbria Tourism is also trying to open up international markets and attract visitors from countries not traditionally associated with UK Tourism.
Businesses in the Lake District are preparing for a busy Easter weekend, with one travel website reporting that 97% of accommodation in the area is fully booked.
But tourism officials say Easter is just one part of a strategy to make the Lakes an all-year round destination.
Paul Crone reports.
Visitors are flocking to the Lake District for the Easter break.Read the full story ›
Businesses in the Lake District are bracing themselves for the Easter break.
Hotels and B&Bs are expected to be busy, with one accommodation website reporting that 97% of places to stay in the Lakes are now full.
Visitors from across the world have already began to descend on the national park.
Two fell walkers had to be rescued by Cockermouth Mountain Rescue Team yesterday after becoming disorientated in thick cloud.
The two people from Hull were walking along the Red Pike Hugh Stile ridge.
Members of the Mountain Rescue Team located them just off the summit of the High Stile and walked them to the safety of Buttermere Village.
Crusier captian takes up his paintbrush to help with winter refit
Windermere's oldest cruiser is getting a makeover.
She has been providing tours for visitors to the Lakes for well over a century, but over the winter she is getting a bit of a makeover.
Tourism businesses in the Lake District are concerned that their profits are being nibbled away by a new method of booking holidays.
It's taken the shine off the extra custom the good summer weather has brought. Some operators even say they could go out of business.
Fiona Marley Paterson reports.
Angus Fordyce is the Chairman of Luxury Galloway and believes that Dumfries and Galloway has just as much to offer as Cumbria.
He believes that tourists, and locals, need to look more closely at what the region has to offer to fully appreciate everything available.