Tourism and conservation working in partnership.

21 years in 21 days: Day 17 - 2010

Peter Rabbit teamed up with Japanese tourists to support conservation in the Lake District...

2010 saw the start of the Japan Forum, whereby Japanese tour operators invited their customers to make a £5 donation to conservation projects. The money is then used on projects most relevant to the impacts of the tour companies, for example at Hill Top.

Liz Houseman of the National Trust said: “It’s funny how things follow a cycle. Beatrix Potter created a little rabbit called Peter that enabled her to buy a huge amount of land and property in the Lake District, which she then left to the National Trust to protect it for future generations. Today the same little rabbit is helping to raise money from our overseas visitors to look after those special places and support conservation work. I think Beatrix would be very proud!”