A well-known figure in Cumbria’s tourist trade is to join the board of a major trade association.

Jennifer Cormack, sales and marketing director of Windermere Lake Cruises, is one of three new directors to join UK Inbound.

UK Inbound represents the interests of the UK’s inbound tourism and works to ensure the sector is recognised as one of the country’s leading economic and employment drivers.

It also lobbies the government on issues that affect the tourism industry on behalf of its more than 400 member businesses, which includes Windermere Lake Cruises.

Jennifer, who will take up the post on February 6, said: “It’s such a privilege and an honour to be voted on to the UK Inbound board of directors. Collaboration is key, and I will bring to the role a great network of contacts and relationships that are already in place.

“It’s great to be given the opportunity to represent northern destinations and I’ll be using the position as best I can to keep the Lake District prominently in the board’s mind as we work together to raise the profile of inbound tourism and highlight its importance to the UK economy.”

Since joining Windermere Lake Cruises in 2014, Jennifer has participated in seven overseas sales missions to Hong Kong, Japan, South Korea – and most recently, China. Jennifer is also a director of Cumbria Tourism and is chair of the Lake District China Forum.