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THE GUARDIAN, November 8, 1999 Charm of Lakes lures Japanese The Japanese are shunning London - traditionally the most popular tourist destination in the UK - in preference for the rugged charms of the Lake District. Visitors to the British Tourist Authority's office in Tokyo are now more likely to ask about the Lakes than any other place in Britain. Three years ago, it trailed behind London and the Cotswolds as the most popular tourist destination for Japanese tourists. Richard Foster, Chairman of the Lake District Japan Forum , believes the success is due to the forum's decision to continue promoting the area through the Japanese recession. He said another factor is the enduring appeal of the author Beatrix Potter'scharacters which attract thousands of Japanese tourists to her former home in the Lake District. Mr. Foster, who is also manager of the World of Beatrix Potter, said: "Three years ago we were lying third behind London and the Cotswolds, but the forum's high profile approach has clearly paid dividends as it is now the most asked for destination in the UK. "Many people in Japan have learned English by reading Beatrix Potter books. But her popularity is slightly more subtle than that. It is also because cut cartoon characters are seen to be chic in Japan." At least a third of the 80,000 visitors to Hill Top, the house Potter bought in 1905 with the proceeds from her writing, are Japanese. In Cumbria as a whole, around 6% of the 500,000 overseas visitors are from Japan. Today the forum, which is a partnership of private and public organisations, is launching a Web site aimed at Japanese visitors. At a click of the mouse, Japanese visitors will now be able to find out about "cultural events such as sheepdog trials" as well as English gardens, historical houses and the rugged scenery. Independent Japanese travellers are important to the Lake District, because in 1995 tourist officials asked tour companies to limit the numbers in coach parties to ease the pressure on Beatrix Potter's home. Mr. Foster said their research indicated that there were now more independent Japanese visitors travelling there, particularly young people. Last month, the Cumbria Tourist Board announced it was beginning a Japanese culture and language course for hoteliers and guest house owners to make visitors feel welcome.
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