LOVERS of the Lake District have prompted a three-way celebration this month by staff at the offices of bnm-interactive.

First, the internet firm's tourism website, VirtualCumbria.net, was officially named in October as one of Cumbria's most innovative businesses by the judges of the Pride of Cumbria awards, organised by Business Link. The accolade follows the winning last year of a top website award from BT in its search for the fastest growing enterprises in the North West.

The second celebration came as VirtualCumbria.net helped to start the new school year in Britain by featuring in a new government learning initiative in which £50 million is being made available to schools to buy interactive whiteboards.

VirtualCumbria.net is being recommended to schools by the Department for Education and Skills which says that the site is an ideal launching pad for lessons in creative writing, and inspiring an interest in the outdoors - so tackling two key government issues of literacy and obesity.

The third cheer was raised when an analysis of internet search engines, including the popular Google, revealed that VirtualCumbria.net was now one of the highest ranked websites for stays in Cumbria. It means that anyone in the world searching the internet for information on the Lake District is certain to come across the site.

Brainchild of Rupert Bonington, son of world-famous mountaineer Sir Chris, VirtualCumbria.net advises holidaymakers of where to explore and stay when they come to Cumbria, and reveals less familiar corners and aspects of the county.

VirtualCumbria.net grew from an idea which Rupert Bonington had two years ago when friends kept asking his advice on where to go and stay in the Lake District. As such, he said, it is a very personal view of Cumbria - but one which has clearly caught the imagination of internet users.

But it is not just a labour of love, for the site is also a commercial success despite not charging commissions. Instead, businesses chosen for inclusion on the site contribute a small fee which is quickly repaid by bookings from holidaymakers.

According to Rupert, local businesses receive a much greater exposure to the would-be customers because of the site's high information and picture content, and smaller ratio of hand-picked accommodation providers across all price categories.

A popular feature is its use of advanced web technology which allows visitors to pan up, down and around stunning 360-degree vistas of mountains and lakes, plus the interiors of hotels and attractions.

According to research recently carried out by the firm, 81 percent of the site's tens of thousands of visitors every month are looking for accommodation, ranging from low-cost bed and breakfast and guesthouses to luxury hotels with nightly charges well into three figures.

One North Cumbrian hotel owner, Nick Lawler of Winder Hall Country House in Lorton, recently contacted VirtualCumbria.net to report that the volume of inquiries he is getting from his listing on the website meant that the hotel was now limiting wedding bookings for the rest of the year.

A new technology recently introduced on VirtualCumbria.net allows featured businesses to view a monthly report which shows how many potential customers are looking at their listing, and requesting phone, e-mail and website contact details.