News: Lincoln enjoys tourism boom that other UK city break destinations ‘will envy’

News: Lincoln enjoys tourism boom that other UK city break destinations ‘will envy’

Another Lincolnshire Highlights news story…

Tourists spent an extra £16m in Lincoln in the space of a year, according to new figures.

The data from Global Tourism Solutions puts the value of tourism at £216.6 million in 2018, compared to 203.71 in 2017.

And the city attracted 4.26 million visitors last year – 400,000 more than in 2017.

Lydia Rusling, chief executive of Visit Lincoln, said marketing has helped steer visitors to discover even more than Lincoln Castle and the cathedral during their stays.

Lydia Rusling, Visit Lincoln
(Image: submitted)

She said: “Based on the latest tourism figures, Lincoln will be the envy of city destinations across the UK.

“To have such a significant increase in the amount of money tourists are spending in the city is unprecedented.

“And while the number of visitors has increased steadily by 400,000 from 2017 to 2018, what really stands out is the additional £16 million that visitors spent in the local economy.

“It’s been another challenging year for the industry but it’s clear to see that we are still on an upwards trajectory.”

The 100 voices project commemorated the 100th anniversary of the RAF in 2018
(Image: submitted)

She added: “We made a very conscious effort in our 2018 ‘RAF Lincolnshire’ tourism marketing campaign to encourage visitors to spend more money with local businesses by giving them ‘added value’ packages and incentives around food, drink, events, special experiences and entertainment – and it worked.

“We are doing a lot of work with the national tourist board to attract international visitors who spend more money and stay longer.

“We’ve also been working with Discover England to attract visitors up from London or via P&O Ferries down to Lincoln.

“In May we had our first group of Dutch visitors come to Lincolnshire on a Visit England Cycle England cycling tour.

“We have been promoting Lincoln by offering people lots of ideas of things to see and experience.

“It’s not just a case of castle and cathedral, we encourage tourists to visit the Theatre Royal or go for a meal and a drink during their break.”

Christine Spencer (left) opened Coffee Bobbins at Easter 2017
Christine Spencer (left) opened Coffee Bobbins at Easter

Christine Spencer, who opened Coffee Bobbins cafe in The Strait in 2017, said it is important to seize every opportunity to market your business.

She said: “A lot of businesses in Bailgate had a really bad time in 2018 because coaches were not dropping people off uphill but that has been resolved.

“We’ve been steady right from the word go. Our customers are locals and tourists.

“You have to look at any opportunity to market your business. We find that if we put something on Facebook we get a good reaction from people locally.

“I do think that Visit Lincoln and Lincoln BIG are doing a really good job in putting Lincoln on the map.”

 

Global Tourism Solutions produced the figures for the City of Lincoln Council.

The Feucht Fröhliche Neustadter attend year on year – their Glühwein stall sells the traditional German Glühwein
(Image: Anna Draper / Lincolnshire Echo)

Council leader Ric Metcalfe said: “Everything seems to be going right for tourism in Lincoln at the moment and that’s in no small part down to having an amazing programme of events throughout the year such as Asylum Steam Punk, Lincoln Christmas Market and many more.    

“We’ve known for years that Lincoln is one of the most appealing historic cities in the UK, and now we know that millions of other people think that too.”



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