The visitor survey will run until September 2022 and will give Lincoln businesses an idea of what tourists look for when visiting the city and wider areas within Lincolnshire.
Laura Freer, head of marketing at Visit Lincoln explains why this survey is so important for the county. “The purpose of the research is to understand the benefits, challenges, and opportunities tourism brings to Lincolnshire and the surrounding areas,” she said.
“Alongside businesses, we can work together to recover from the pandemic shaping Lincolnshire into a world-class visitor destination, create more value; get visitors to stay longer, explore further, and spend more, and reduce any negative impact from tourism on the area.”
Lucy appears to be settling in to her new home @LincolnCastle very well!
What we know so far:
– Lucy enjoys basking in the sun
– She's partial to a Lincolnshire sausage
– Dragons are generally friendly, but will blow smoke if you get too close
— Visit Lincoln (@visitlincoln) April 24, 2022
The tourism economy across the county is worth an estimated £2.4 billion. Not only will this help boost the number of visitors, but it will also help to rebuild Lincoln’s economy which took a 48 per cent hit during the Covid-19 pandemic.
This survey will take a holistic approach using qualitative and quantitative research, including on and offline visitor and business surveys over the course of 12 months with the hope of attracting thousands more visitors.
Lead councillor at the City of Lincoln Council, Ric Metcalfe, said: “Tourism is economically important as it generates over £200 million in Lincoln alone. It’s also important for jobs because it employs thousands of people and a far-reaching supply chain.”
Another reason tourism is important is for Lincoln’s Place DNA – the way that people feel about Lincoln. Lincoln’s identity isn’t just shaped by the built environment such as the castle.”