WHILE Herefordshire is popular with visitors around the UK, one corner of the county is proving a favourite for tourists from a little further afield.

Led by Tokyo University’s Professor of Green Tourism, Shinji Aoki, a group of 15 tourism representatives, lecturers and students from Japan visited the area on a cultural visit to the UK.

They stayed at multi-award winning North Herefordshire bed and breakfast, Lowe Farm, in Pembridge, where they were hosted by owner, Juliet Williams.

Having established an outstanding relationship with the professor since he first visited the UK in 2002 on a search for excellence in green tourism, Mrs Williams has welcomed his groups back year after year and exchanged business and cultural notes with Japan’s developing tourism industry.

To mark his 26th visit to Lowe Farm, Professor Shinji delivered a special gift of a tree which signifies the Japanese tradition of gifting something living and to be cared for. The fragrant magnolia was planted in the gardens for all to enjoy and watch its growth year on year.

Heads of Herefordshire’s regional business and support organisations also attended an evening dinner at Lowe Farm, including Richard Asghar-Sandys, chairman of Herefordshire Federation of Small Businesses (FSB), Nick Read, director at the Bulmer Foundation, Andy Woodward, chief executive Farm Stay UK, Heidi Chamberlain-Jones, managing director of Minx Media Ltd and Eat Sleep Live Herefordshire, and Sharon Chilcott of Core Concept.

Ms Chamberlain-Jones said: "International tourism is just as important as regional tourism for Herefordshire.

"It was wonderful to show the group some of our landmarks and iconic views. Developing these relationships and also learning from each other is how our countries will remain mutually attractive."

After touring North Herefordshire, the Japanese group busied themselves preparing an extensive feast of their own authentic cuisine for a celebratory supper.

Prof. Shinji explained how Japan’s economic issues are very similar to Herefordshire’s, where rural farms need support to diversify and the younger population needs encouragement to make good careers and businesses outside of the larger cities.

He added that coming to the county is his favourite part of the UK visit each year and said he particularly favours Herefordshire’s patchwork farmland and lush countryside, the characterful buildings and history, and the traditional way of life that the county enjoys.

Lowe Farm Bed and Breakfast also recently played host to Frederico Trillo-Figueroa, Spain’s ambassador to the UK.

The B&B has won at least three national excellence awards in 2015 alone from Trivago, Tripadvisor and Booking.com, as well as a number of annual awards.