Join us at the Lincolnshire Showground for a night of celebration as we recognise and raise a glass to the outstanding achievements of those working tirelessly across our region's…
Much like our team on the ground, our Board of Directors is made up of individuals who love Lincolnshire and can drive change, bringing essential industry experience to the table to guide our mission.
Meet the Destination Lincolnshire Board of Directors
True spokespeople for the work that goes on across tourism, retail, leisure and hospitality. Each director is deeply rooted within their sector and community. An extension of our team on the ground, our Board is passionate about championing Lincolnshire, driving it to fulfil its potential as one of the UK’s top 10 destinations. As Destination Lincolnshire itself continues to evolve, so too will our Board. So, we think it’s about time you met them.
Our board members
Chris Baron
Board Chair
As well as being Chair at the Connected Coast Town Deal, Chris is also the former Director of the Greater Lincolnshire LEP, following a 30-year stint at Butlins - the last 20 years of which was spent as Resort Director. Having grown up in Lincolnshire, Chris has seen the visitor economy from both sides – experiencing it and delivering it.
Charlotte has been working in tourism, media and communications across the county for almost 20 years. Passionate about Greater Lincolnshire and Rutland 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"
Jay Consultancy and former Lincolnshire Showground CEO
A true Lincolnshire icon, Jayne was a driving force at the Lincolnshire Showground for countless years. CEO from 2011 - 2022, and Finance Manager prior to that from 2006 - 2011, Jayne has seen the Showground and its team through incredible highs and lows and has the most fabulous insight into the leisure aspect of our visitor economy. Jayne is now running her own business consultancy service.
Heading up all on-site operations at IBCC, Nicky is a living, breathing, walking, talking, bank of knowledge and passion when it comes to our Bomber Boys and Women for that matter. And for the development and growth of our county itself. Nicky has long believed in the vision of Destination Lincolnshire and is passionate about supporting the creation of a stronger, unified voice to showcase the region. A true asset to the Board.
Having cut her teeth in place marketing in our neighbouring destinations Sheffield and Nottinghamshire, Sam’s formative years in Lincolnshire began in Gainsborough as Town Manager. Moving from there to the Lincolnshire Chamber of Commerce, Sam joined us as a Director in 2018. Since then, she has also made the move to Lincoln Cathedral – initially as Business Development Manager and then as Director of Visitor Experience and Enterprise. A huge responsibility at arguably Lincoln’s most famous landmark, Sam brings immeasurable insight to the Board.
Our newest Board member, Alex, brings over 20 years of strategic marketing, communications, and brand development expertise. With insights enriched by his wife’s award-winning farm diversification business and a passion for promoting Greater Lincolnshire as a fantastic place to live, work, and visit, Alex sees immense potential for our future. His blend of professional acumen and personal ties to the region’s agricultural and entrepreneurial sectors uniquely qualifies him to help shape our county’s growth and development.
Interested in becoming a Destination Lincolnshire board member?
Although we’re not currently looking to expand our board, we’re always open to hearing from individuals who are eager to help shape the future of Lincolnshire’s visitor economy. Please reach out to our team if you have the skills and passion to make a meaningful contribution.
Meet the Destination Lincolnshire team. We live and breathe destination marketing. From SEO and digital experts, creative marketers, social media stars, videographers and journalists, this new tourism experience team has been put in place…
Destination Lincolnshire is the official Local Visitor Economy Partnership (LVEP) for Greater Lincolnshire and Rutland working to grow the county's visitor economy.
