Following the collapse of Visit Lincolnshire, businesses in Lincoln have created a partnership to promote the city to tourists.
Visit Lincolnshire folded this month after Lincolnshire County Council and the East Midlands Development Agency cut their funding.
The Visit Lincolnshire agency promoted the entire county and had £650,000 of annual funding.
The new partnership, which has been named Visit Lincoln, is formed by members of the Bailgate Guild along with the chamber of commerce and Lincoln BIG.
Visit Lincoln members plan to develop a website promoting Lincoln and to distribute flyers at entry points around the city.
Mark Hollingworth of the Bailgate Guild told BBC Lincolnshire: “We decided Lincoln really needs promoting as a destination on its own – we think promoting Lincoln is something we need to do now.
“We are looking to set up a strategic visitor plan to market the city properly.”