Visit Lincoln will undergo a rebrand to incorporate the whole of Greater Lincolnshire, expanding the organisation’s geographical footprint.
Visit Lincoln’s new name will be Destination Lincolnshire and will be business focused, to build an engaged tourism, hospitality, leisure and retail community across Greater Lincolnshire.
The award-winning destination management organisation formed in 2012 and has supported a visitor economy growth of 30% to the city of Lincoln since it formed.
The transition to Destination Lincolnshire will be led by businesses, with representation from local authorities involved in the Towns Fund initiative as well as other schemes in Lincolnshire.
There will still be a commitment to Lincoln, as a continued investment in Visit Lincoln allows it to remain an internationally recognised brand.
All marketing activity including the website and social media will remain as Visit Lincoln, along with consumer facing brands such as Taste Lincolnshire and Cycle Lincolnshire.
The organisation’s evolution has been backed by councils across Lincolnshire, and has also developed a partnership with the University of Lincoln’s tourism research observatory which champions research and a data-led approach in the tourism sector.
Speaking about Destination Lincolnshire, Kate Ellis, strategic director for major developments at City of Lincoln Council, said: “Over the last 10 years Visit Lincoln has played a critical role in transforming the city’s tourism offer and international profile.
“Given the impact of COVID we need a much more collaborative approach to rebuilding the visitor economy led by the private sector. By working together we’ll be championing the recovery of the sector much more effectively then if we do it alone.”
Charlotte Goy, chief executive at Visit Lincoln, explains: “Destination Lincolnshire will focus on building an engaged and resilient visitor economy across Greater Lincolnshire.
“Tourism, incorporating retail, leisure and hospitality has been most affected by the pandemic; and Destination Lincolnshire brings forward a new structure which is business led and across a wider geographical footprint.
“Our growth is supported by businesses and operator within the sector who want to see a joined-up approach, and together we’ll champion new packages, digital innovation and collaborations that have not been possible before.
“Destination Lincolnshire will also deliver against the Government’s key visitor economy priorities which include sustainability, skills, inclusive tourism and the levelling up agenda which include the multi-million-pound Town Deals across Lincolnshire.
“We’re at the beginning of this journey, and we will be asking people to help us shape Destination Lincolnshire into an organisation that can support all levels of the visitor economy, from sole traders right the way through to the local enterprise partnership.”