Lake District attraction enjoys Potter power

THE World of Beatrix Potter Attraction is reporting its most successful summer in a decade after a 25 per cent increase in visitor numbers.

The Lake District attraction, which is the only Peter Rabbit exhibition in Europe to be licensed by Beatrix Potter’s publishers, Frederick Warne & Co, attributed the sudden rise to a combination of factors.

Firstly, the release of Miss Potter, the biopic starring Renee Zellweger and Ewan McGregor in January this year, reminded the British public about the delights of Beatrix Potter, her tales and the Lake District landscape that inspired so many of her stories.

During August, eight months after the film was released, more than 20 per cent of visitors said Miss Potter had inspired their visit.

Secondly, there was a 50 per cent rise in Japanese travellers to the attraction during 2007 following extensive marketing and public relations work in Japan by the attraction and the Lake District Japan Forum.

The wet weather has played its part in persuading the public to enjoy more of Cumbria’s indoor attractions, although only three per cent of visitors highlighted ‘escaping the weather’ as their reason for visiting the attraction.

Richard Foster, general manager of the World of Beatrix Potter, also cited a change in fashion as the reason for the popularity of the Lake District.

He said: “This is the hardest thing to quantify, but it just feels as if the Lake District is a desirable destination again. Perhaps British people feel less inclined to fly abroad, or perhaps it is the growing reputation for the quality of the local food and accommodation here, but there is definitely an enthusiasm for the area which I have not felt for a number of years.”

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