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Pioneering research will fuel recovery across Lincolnshire's £2.4bn Visitor Economy


Visit Lincoln is leading a 12-month research programme with +2300 visitors, residents, students and business owners across Greater Lincolnshire; the results of which will enable data-led decisions to be made about the effective marketing of Lincolnshire as a place to live, visit, work, study and invest.

To support its growth into Destination Lincolnshire DMO, tourism experts at Visit Lincoln have started an extensive research programme across Greater Lincolnshire which will accelerate recovery and growth.

Data will be collected from over 1400 visitors and take 12 months to complete. The research includes an online survey to a minimum of 400 people including visitors, non-visitors and consultations with over 500 businesses online and in detailed face-to-face focus groups.

Beneficiaries will be able to see the county through the eyes of the visitor. The insights of which will include; who visitors are, where they are coming from, what their motivations to visit are, their average stay and spend, and, crucially, what would persuade them to stay longer in Lincolnshire, make a return trip and spend more money.

This intelligence will inform strategy development, accelerate data-led decision making and lay the foundations for impactful collaboration across the county as Visit Lincoln evolves into Destination Lincolnshire.

The research will be fundamental in contributing to Lincolnshire’s progress across the visitor economy and inward investment opportunities – and echoes national best practice outlined by Visit England and DCMS in the National Tourism Recovery Plan released last year.

Charlotte Goy, Chief Executive at Visit Lincoln said:

"To have real impact, we need to understand consumer sentiment and the visitor economy sector in depth. For the first time, there will be a post-covid insight into what recovery needs to tackle. Our research will enable Lincolnshire businesses and authorities to make sound, data-led actions now and in the future."

"We’re proud to be leading the way and will be sharing the findings throughout the next 12 months. I am grateful to City of Lincoln Council, Boston Borough Council, East Lindsey District Council, West Lindsey District Council and the University of Lincoln’s Tourism Research Observatory for supporting our work."
Charlotte Goy, Visit Lincoln CEO
Charlotte Goy, CEO at Visit Lincoln

This research programme also aligns with the Government’s Department of Culture, Media and Sport (DCMS) and Visit England’s recommendations in the Tourism Recovery Plan. It will also be invaluable as Lincolnshire works towards Levelling Up and other funding programmes that support the visitor economy.

The collaborative research is being led by Newcastle Gateshead Initiative (NGI) Solutions. NGI Solutions are leaders in destination management research, having led projects such as Newcastle City Council’s Economic Recovery Consultation, Coventry and Bradford bids for City of Culture 2025, and visitor profiling studies for areas including but not limited to Leeds, Durham, Northumberland, Newark and Northumberland.

Ian Thomas, from NGI and who is also part of Visit England Research Expert Group, said:

‘We’re delighted to be leading this project for Visit Lincoln. The extensive programme of research will provide critical insights as to how the county can continue to develop and stand out as a leading destination.

NGI’s projects to date evidence how crucial data is for effective decision making that results in action. By pioneering a project of this scale, Visit Lincoln will be at the forefront of destination management and ensure the county is in a fantastic position to collaborate and grow.’

The project will culminate in September 2022. Alongside the full final report, there will be opportunities for regions and sectors to commission a deep dive understanding into their specific audiences.

Chris Baron, Chairman of the Connected Coast Board, added:

‘Lincolnshire is experiencing an exciting period of investment and growth through the Town Deals and other investments. Visit Lincoln’s research will generate data that enables strategic decision-making and action that has an impact throughout the county long-term. We’re delighted to be involved with a dynamic organisation which has the vision to bring the county together to maximise the offering of our city, market towns, countryside and coast.’

Chris Baron, Chairman of the Connected Coast Board
Chris Baron, Chairman of the Connected Coast Board

Upon completion of the survey, residents and visitors can enter a prize draw to win a £100 hamper of Lincolnshire goods.

Businesses who complete the survey will have the opportunity to win a Visit Lincoln Partnership package. By joining Visit Lincoln, you are become part of a network of businesses in and around the city and gain access to the right tools to enhance your marketing. 


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