Encouraging signs for Lincolnshire coast after VisitEngland’s House of Lords tourism event

Cover photo credit: VisitEngland

Destination Lincolnshire Board Chairman Chris Baron came away with a “positive feeling” after speaking at VisitEngland’s tourism event at the House of Lords.

Chris, who is also Chair at Connected Coast Town Deal, was invited to speak at the roundtable event on November 6, 2024. He joined the coastal communities focused panel to provide the Local Visitor Economy Partnership (LVEP) perspective.

He believes the creation of a Coastal Minister within central Government will enable Destination Lincolnshire to “maximise the benefits of funding whether it be from DCMS, Health, Transport, Education, Communities and Local Government”.

VisitEngland Chair Lady Victoria Borwick led the discussion with people representing all areas of English tourism.

The first session looked at how tourism could support the regeneration and prosperity of our seaside communities and reflected on the progress made in the five years since the Lords’ Select Committee on Regenerating Seaside Towns and Communities - read the 2019 and 2023 follow up reports here.

The second session of the day looked at England’s heritage assets, a major draw for both international and domestic visitors. It explored best practices for reaching new visitors through innovations in experiences and digital engagement.

Reflecting back on the event, Chris said: “It was great that we were invited to the House of Lords Roundtable Discussion as we were one of only two coastal destinations represented (the other was Blackpool).

“I think this recognised the work that Destination Lincolnshire and partners have put in to creating the LVEP and our Destination Management Plan, working closely with VisitEngland.

“It also recognised the importance of the Lincolnshire Coast and was a useful microcosm of the problems most coastal resorts have to tackle which are different to metropolitan and rural communities.

“The forum also gave us an opportunity to highlight how partnership working can solve some of the issues and we are an area that would be useful to lead on any initiatives that come out of this important research project.”

Chris acknowledged that the event was not a forum to get answers, but a chance to “highlight particular issues that coastal towns have, for example seasonality” but also “how a successful visitor economy is important to the area”.

He added: “We highlighted how important it is for central government to recognise that creating successful seaside resorts is not about displacement from other UK destinations. It is about preventing tourism leakage to overseas destinations, it is about encouraging people to stay in this country.

“A successful visitor economy can create a sense of place and encourage people to relocate for good jobs – this would tackle those difficult to attract positions that Lincolnshire businesses need.

“Overall, I came away with a very positive feeling about the day and it will hopefully add to the two recent reports from the House of Lords to push forward the Coastal agenda.

“I believe we all agreed that the best way forward was the creation of a Coastal Minister who could cut through the sometimes silo mindset of departments to enable us to maximise the benefits of funding whether it be from DCMS, Health, Transport, Education, Communities and Local Government etc.”

Chris also noted that there was also a “good discussion on creating a level playing field for our industry”.

“For example, we have to charge 20% VAT where most of our European competitors only have a 5-8% VAT rate,” he said.

Councillor Craig Leyland, Leader of East Lindsey District Council, said: "It was brilliant to see Lincolnshire represented by Chris Baron at the House of Lords coastal communities panel organised by VisitEngland last month.

"Chris was one of only a handful of people to be invited – which shows just how important the Lincolnshire Coast is in the national seaside report debate.

"The new structure of Local Visitor Economy Partnerships (LVEPs) has the ability to drive regeneration and growth in coastal destination – and Chris’s experience as Chairman of Destination Lincolnshire LVEP and Chairman of the Connected Coast Town Deal Board put him in a unique position to speak with authority on policies and national interventions that will encourage growth in seaside destinations.

"Lots of topics were discussed, but it was clear that harnessing the opportunities presented by cultural events offers a lot of untapped potential.

“In East Lindsey recent investment in the theatre and outdoor cultural space from the Connected Coast programme is really changing the offer of the Lincolnshire Coast; and the council’s recent National Portfolio Organisation (NPO) partnership with Arts Council England has been key to this. Arts and culture are an attractor for more out of county visitors to plan a visit all year round, rather than just the traditional summer seaside months.

"Encouraging careers in the tourism sector will also present the diverse range of opportunities available to young adults in Lincolnshire/East Lindsey. A lot of work is already being done at a local level – but so much is shaped by national programmes and policy that often it doesn’t fit the needs of the visitor economy.

"A focused conversation around this is much needed, and it is a passion of Chris’s from his work as Resort Director at Butlins in Skegness."