Scudamore’s Punting:
Case Study



Scudamore’s is Cambridge’s premier punting company and the oldest in England. Visitors from all corners of the world come to experience their chauffeured punts along the world-famous College Backs.

In recent years their Chinese tourist numbers have undergone a marked increase, not only within tour groups but, increasingly, from independent Chinese travellers. Scudamore’s decided to develop their service and start marketing their brand directly to the Chinese.


Capela Training were appointed to deliver China-ready training to the 13-strong management and supervisory team in Cambridge.


The China Welcome course ran over 2 days in a highly interactive and company-focused session, with plenty of team discussions, scenarios and proposals.


The training was positively received by the management team who were well engaged and motivated by the session. They left ready to apply their learning within their daily activities and communications. The company qualified for the CTW Quality Label and, as a result of this training, became a Member of VisitBritain’s GREAT China Welcome programme.

BBC news report on Cambridge, punting and Chinese visitors