NEW flights which connect the North West directly with Beijing could bring thousands of Chinese tourists to popular Lakes locations this summer.

The Lake District is becoming an increasingly popular destination among east Asian tourists who are keen to soak up the British countryside during their holidays.

Graham Haywood, director of the Local Enterprise Partnership for Cumbria said: "We think it will be a big advantage as international visitors are important and an area of growth for us.

"The Chinese visitors we get like the English landscape and nature; they like our heritage and love Wordsworth and Beatrix Potter and want to come here to learn more."

Mr Haywood also said that the move could help a number of companies across Cumbria by increasing the potential for energy and manufacturing firms to expand their market reach.

There are many firms in the region who are keen to trade with the East and Kendal-based company, Nutricare has been enjoying a fruitful relationship with their new trading partners.

Nutricare has a special licence which allows them to export their baby milk products to China - goods which are always in demand following the high-profile milk formula scandal.

The new connections were first piloted on June 10 by Hainan airlines, and the Lake District should expect to see higher numbers of Chinese sightseers within the coming months.

With flights connecting the destinations in around 10.5 hours, the cabin will have 32 business class seats and 260 in economy and is estimated to deliver an economic boost to the UK worth £250m.

Ian Stephens, the managing director of Cumbria Tourism, said: "the addition of these new direct flights from China is a really positive boost to Cumbria’s £2.62bn tourism industry.

"It's easier than ever before for Chinese visitors to explore our iconic landscapes including the English Lake District and Hadrian’s Wall."

Some of the key players from the region's tourism sector recently attended a promotional event in London to attract more Chinese holidaymakers.

Marketing strategies are also under way to kick-start large scale advertising of the region in many Chinese cities.

Currently, a fifth of all passengers travelling on Windermere Lake Cruises come from overseas, and the business has seen a steady increase in Chinese visitors in recent years.