Visitor survey aiming to boost Lincolnshire tourism
The study will take place over the next 12 months
A new research project's been launched which will give businesses an insight into what visitors make of Lincolnshire.
The study will get views of those who come to the county over the next 12 months.
The results will help shape shape future policy.
The tourism economy across the county is worth an estimated 2.4 billion pounds.
They'll be an online survey whilst the organisers are planning on speaking to around 5 hundred businesses for their views too.
Visit Lincoln, which promotes tourism across the city and the wider county is behind the project.
We spoke to their Chief Executive Charlotte Goy who told us:
"We'll share the info with all our partners, businesses, councils etc to make sure we're all "singing from the same hymn sheet" when it comes to attracting people to Lincolnshire.
"We did see 50 per cent wiped off the value of tourism across Lincolnshire due to the pandemic."
"This research will give us an insight into what motivates people to visit and what we can do as a county".
"This will be the first time business owners and leaders will be able to see the county ‘through the eyes of a visitor’ and insights will include intel on who visitors are, where they are coming from, what are their motivations to visit, what their stay and spend are, and crucially what would persuade them to stay longer in Lincolnshire, make a return trip and support local businesses.
The 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, Newark and Northumberland.
Ian Thomas, from NGI and who is also part of Visit England Research National 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 as they evolve into Destination Lincolnshire – the research will ensure the county is in a fantastic position to collaborate and grow.”
The project will be completed in September 2022.
Alongside the full final report, there will be opportunities for district councils 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 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.”
Any business working in the visitor economy in Lincolnshire can take part in the research by filling out the survey www.cvent.com/d/j8q9ks.