We have one mission

Helping your business thrive, so our visitor economy flourishes

About us

Welcome to Destination Lincolnshire.

Destination Lincolnshire is the official destination management organisation (DMO) for Lincolnshire, working with our partners to grow the county's visitor economy.

Destinations are the heart and soul of England’s visitor economy, they are the places people want to visit and experience – and we know what’s needed to make Lincolnshire an attractive destination.

We work with hundreds of people who run tourism, leisure, hospitality and retail businesses across Greater Lincolnshire. From start-ups and seasoned veterans to family-run businesses and national brands, we all share the same goal - to make Lincolnshire a top 10 destination for leisure and business.

We’re the only place where people working in the visitor economy can come together and see Lincolnshire like their customers do – as one destination.

Chris Baron 0037

Our Work

Our purpose lies in encouraging countywide growth; increasing visitor spend, promoting longer stays and creating a more sustainable economy for all.

Applying for grants and funds for the visitor economy is part of our remit and a big step towards creating a step-change within Lincolnshire’s visitor economy.


Our Successes

As your DMO (Destination Management Organisation), we have achieved some incredible successes, including joint marketing campaigns with LNER in London, exhibitions with the Lincoln Knights in London's Kings Cross Stations, building a destination website which attracts over 2.8 million people, a database of people who want to visit Lincolnshire, attracting more than 70,000 across our social media channels, curating an image and video library, leading on research and business support resources for all to use.

Be Part of It

We’re a not-for-profit Community Interest Company and sell annual partnerships which give our partners access to marketing and business support. Every penny generated goes back into our marketing of Lincolnshire. Our packages have been created to suit all budgets. We’d love to welcome you into our community so that you can begin collaborating with other partners and join in with our work.

Find out more...

Our Partners

We have more than 250 Destination Lincolnshire partners just like you who are seeing the benefits of being part of our business community. Join the likes of English Heritage, The National Trust, Spirit of Skegness, Siemens, International Bomber Command Centre, Stokes of Lincoln, Rand Farm Animal Park, Bridleway B&B Riseholme and Away Resorts Boston. on our mission to make Lincolnshire a top 10 destination.

Find out more
DL Healing Manor 0071

Our Team

Passion, Knowledge, Commitment

  • Charlotte Goy has been working in tourism, media and communications across the county for almost 20 years. Passionate about Greater Lincolnshire and all the businesses that work within it, her vision for Destination Lincolnshire is one of unity and success:

    “Our focus as Destination Lincolnshire is to build an engaged and resilient visitor economy. Tourism, incorporating retail, leisure and hospitality, has been badly affected by the pandemic; and through Destination Lincolnshire we are bringing forward a new delivery structure which is business-led, across a wider geographical footprint. Destination Lincolnshire will also deliver against the Government’s national tourism priorities which means we can better grasp national opportunity which we’ve not been able to get before.

    Destination Lincolnshire isn’t a replacement for Visit Lincoln. It is its evolution. It’s a new business community which will pull our visitor-facing brands Visit Lincoln, Taste Lincolnshire, Cycle Lincolnshire and Meet Lincoln, together to promote our county globally."

  • One thing unites the Destination Lincolnshire team - a true love of the county and the belief and passion that we can make it a top 10 UK destination. We live and breathe destination marketing. From SEO and digital experts, creative marketeers, social media stars, videographers and journalists, this new tourism experience team has been put in place to deliver change. Meet the individuals here.

  • Much like our team on the ground, our Board of Directors is made up of individuals who love Lincolnshire and can drive change. True spokespeople for the work that goes on across tourism, retail, leisure and hospitality. Each director is deeply rooted within their sector and community. Meet the Directors!

  • We work closely with Visit England, The Department for Digital, Culture, Media & Sport (DCMS), the Greater Lincolnshire Local Enterprise Partnership (GLLEP), Lincoln BIG (Business Improvement Group), local authorities, and many more, to deliver their projects and communicate clearly to the local business community.

How We Are Funded

We’re a not-for-profit Community Interest Company that gets our funding in various ways; our partnerships with local hotels, bars, restaurants and attractions bring in a small amount of income, we also deliver projects for Lincolnshire’s councils and have experience of special place-based campaigns (like recruitment) for Lincolnshire NHS, then there are the grants from the government such as the Town Deals and Levelling up and UK Shared Prosperity Fund to deliver projects. Every penny generated goes back into our core work, we’re constantly looking for the next funding opportunity to boost Lincolnshire’s visitor economy.

Together We Are Stronger

Everything in the visitor economy is inter-connected; when people travel they visit venues, accommodation, attractions, spend money in shops and use transport providers to move around – each element shaping their overall experience. The better connected you are within this wider community the more you’ll benefit from joint marketing campaigns, peer-to-peer support, shared experiences and visitor intel.


Staying up to date with all the latest news from Destination Lincolnshire and our partners has never been easier. Join ‘Destination Lincolnshire’ on LinkedIn and Twitter for an insight into what we get up to daily, to discover our partners and their successes and contribute your own stories by tagging us in your posts. For an in-depth look at our activity, our monthly insights newsletter is where our news and events are showcased. That’s all alongside our consumer facing platforms shared by the brands you all know and love – Visit Lincoln, Cycle Lincolnshire, Taste Lincolnshire and Meet Lincoln and Lincolnshire.

Greater Lincolnshire Just Got Better

Lincoln, Boston, Skegness, Scunthorpe, Grimsby, and Mablethorpe will all benefit from the multi-million pound government funded Town Deals ringfenced to to foster economic regeneration, stimulate investment and deliver vital infrastructure. We want to use this £131m investment to help reshape and reposition the visitor offer in Lincolnshire, as well as making it a great place to live, work and do business - so that everyone benefits.

Tell us what’s important to you

We’re always looking to improve things and grasp the next opportunity. Please fill out our survey and as a thank you, we'll give away one partnership package worth up to £250!

Take the survey
Carl Castledine Away Resorts


Join us and be part of something special...

Online and in-person, we’ll be hosting regular get-togethers to ensure that you have the latest industry knowledge and local contacts at your fingers tips. Our business community shapes everything that we do, and we’ve got a full calendar of business events (free and for partners) that you’re invited to attend.

Levelling Up

Our one-day trailblazing event shines a light on the £131m in investment coming into Greater Lincolnshire and the impact this money will have on the visitor economy. Painting a bigger picture through keynote speakers and workshops, you will learn about what changes that are coming and the role you can play inside and outside your business. Please join us at Market Rasen Racecourse on Wednesday 27 July (TBC). Tickets are sold out for this event, but please email Jayne@destinationlincolnshire.co.uk to be added to the waiting list.
Read all about it here...

Tourism Awards Masterclass

Providing our partners with an incredible opportunity to co-create their Tourism Awards applications with a tourism expert and awards veteran who has helped hundreds of businesses go on to win nationally at the Visit England awards. Catch up on the masterclass and discover our expert’s top tips to help you apply... our video is coming soon, so watch this space!
Take a look...

Meet the Team

We’re inviting you to meet team Destination Lincolnshire. We’re planning informal drop-in events across the county to make it easy for you to meet our relationship Executives and the faces that make up our team. The first is taking place on September 14th, in Lincoln at our HQ. Pop along from 2pm, meet the team and take the time to talk to. Don’t worry if you can’t make, plenty more are being planned – and in the meantime feel free to drop us an email, we’ll give you a call and introduce ourselves.
Get in touch...

Latest News and Case Studies

Inspiring Stories

Passion and purpose is at the heart of our community, find out who is part of our community and the journey they are on to make Lincolnshire a top 10 Destination.

Latest News

Community and collaboration key to Caistor's regeneration

When communities pull together, magic can happen

View Story
Latest Case Study


No stranger to transformation, Kate Ellis has had a hand in some of Central Lincoln’s most recent development projects, adding to the visitor experience as soon as people arrive. The point woman on the new Central Car Park, Lincoln Central Bus Station and Train Station forecourt developments, Kate’s work in the centre of the city not only introduced an appropriately professional gateway into the city but acted as the catalyst for the continuing development and evolution of The Cornhill area.

View Case Study

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