New leap for Lakes tourism with Peter Rabbit visitor payback plan

JAPANESE tourists are being asked to donate £5 for visiting the Lake District this summer.

Every year more than 70,000 visitors from Japan flock to the Lakes, many attracted by the region's links with author Beatrix Potter, creator of The Tale Of Peter Rabbit.

The scheme is believed to be the first of its kind specifically to target a single nationality under a "visitor payback" scheme to help sustainable tourism in the Lakes.

John Moffat, general manager for the National Trust Beatrix Potter Properties, said: "It's funny how things can follow a cycle. Beatrix Potter created a little rabbit called Peter that, along with his friends, enabled her to buy acres of land and property in the Lake District, which she then left to the National Trust to look after for future generations.

"Today, that same little rabbit is helping to raise money from our overseas visitors to look after those special places and support our ongoing conservation work. I think that Beatrix would be very proud."

Organisers said the response in Japan has already been positive, with 3,200 visitors agreeing to support the project when booking holidays to the lakes.

Because of huge interest in Potter and the natural world, the Lakes are a magnet for visitors from Japan, who are generally believed to spend more while visiting than tourists from other countries.

Organised by the Lake District Japan Forum and led by Nurture Lakeland, a charity representing more than 200 local businesses, tour operators in Japan will encourage customers to give the voluntary donation and receive a Peter Rabbit badge and certificate as a thank-you.