The Lake District's going to be showcased today, as a destination to attract more visitors from Japan.
The Lake District Japan Forum is being held in London, where sixty key decision makers from London-based Japanese tour operators will be told what Cumbria has to offer.
The Forum is made up of a team of Lake District businesses who have forged close links with Japanese tour operators over the last 20 years.
They will be represented by English Lakes Hotels Resorts & Venues, World of Beatrix Potter Attraction, Windermere Lake Cruises, Lakeside & Haverthwaite Steam Railway, Rydal Mount, Mountain Goat, Lindeth Howe Hotel, National Trust, Grasmere Gingerbread, Blackwell, The Arts & Crafts House and Cumbria Tourism.
Associate Members of the Forum also exhibiting will be Linthwaite House Hotel, Dove Cottage & Wordsworth Museum, Brockhole: The Lake District Visitor Centre, The Lakes Distillery, Ullswater Steamers and Ravenglass & Eskdale Railway.
For many Lake District tourism businesses, Japan is still the number one market for overseas visitors.
During the day there will also be an opportunity for delegates to find out more about key events for 2016.
Susan Bolsover, Head of Licensing at Penguin Random House, will deliver an update on the 150th anniversary of the birth of Beatrix Potter and the events in which businesses will be able to participate.
Colin Fox, Chairman of the Japan Forum, said: "We have a fantastic relationship with the Japanese travel trade and continue to see impressive numbers of guests from the country. By holding events such as this London reception, we maintain good relationships with the right people in the Japanese travel industry and the Lake District continues to be one of the top destinations in the UK outside London. Our aim is to help this continue for many years to come.”