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 decision 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’s which will accelerate recovery and growth.  Data will be collected from over 1400 visitors and take 12 months to complete. Research includes an online survey including visitors and non-visitors, and consultation 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. Insights will include who visitors are, where they are coming from, what are their motivations to visit, stay and spend, and, crucially, what would persuade them to stay longer in Lincolnshire, make a return trip and spend more money and will inform strategy development, accelerate data-led decision making and lay the foundations for impactful collaboration across the county.

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 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. This research programme also aligns to 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."

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 investment. Visit Lincoln’s research will generate data that enables strategic decision-making and action that has 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."

Businesses who complete the survey will have the opportunity to win a Visit Lincoln Partnership package.

Visit Lincoln, the city’s official Destination Management Organisation (DMO), is evolving into Destination Lincolnshire. Supported by businesses and operators within the sector who want to see a joined-up approach, Destination Lincolnshire represents the entire county and is business focused. The DMO is dedicated to raising awareness of Lincolnshire as a great place to visit, live, study, meet and invest.  For more information on our evolution into Destination Lincolnshire or comment and for comment or interview, please email