New visitor economy partnership
A new partnership will lead the city’s effort to boost the visitor economy.
City of Lincoln Council and Lincoln Business Improvement Group (BIG) have joined forces to take over key initiatives following the demise of the Local Visitor Economy Partnership (LVEP), Destination Lincolnshire earlier this year.
This includes the established brand Visit Lincoln and associated digital assets. It has taken some months to unravel these following the collapse of the LVEP, but it the partners hope the collaboration will mark an exciting new chapter for Lincoln’s tourism sector.
It aims to have a strong focus on enhancing the visitor experience, supporting local businesses, and driving economic growth with a commitment to building on previous successes and ensuring Lincoln remains a top destination for residents and visitors.
“Visit Lincoln has long been a trusted and recognisable brand, valued by residents, visitors and businesses of the city. Both organisations are committed to honouring its legacy and further strengthening its role as a key driver of tourism, delivering the brand to the same, well known high standard,” said a council spokesperson.
“A formal report outlining the strategic direction and next steps will be presented to City of Lincoln Council’s Executive Committee in the coming months. In the meantime, we are actively piloting innovative partnerships and approaches to strengthen our offer ahead of a re-launch of the Visit Lincoln website and social channels planned for early spring 2026, just in time for the start of the tourism season.”
Cllr Joshua Wells, Executive Portfolio Holder for Economic Growth, added: "This partnership is a fantastic opportunity to build on Lincoln’s reputation as a vibrant and welcoming city. By working closely with Lincoln BIG and other stakeholders, we can create a stronger, more sustainable visitor economy that benefits local businesses and the wider community. The re-launch in spring 2026 will set the tone for an exciting tourism season and beyond."