Forget the Jolly Fisherman - it’s Lincolnshire’s shopping and hospitality destinations that have reason to be jovial!
Lincolnshire’s East Lindsey district has enjoyed its most successful season ever, bringing in the highest level of tourists since records began. A new report reveals that tourists injected just short of £857.5 million of investment into the area in 2023 - breaking its previous record (set in 2022) by over £33 million.
With over four and a half million visitors throughout the year, tourism is firmly on the up - shown in an increase of 8.2% of day trippers and a slow but sustained rise in the number of tourism-related jobs in the region.
It’s SO BRACING to confirm that popular East Lindsey tourism destinations such as Skegness, the Lincolnshire Wolds and characterful market towns such as Louth and Horncastle continue to draw in consistently high crowds - but what, precisely, is behind the region’s influx of tourists?
With £155 million spent in local shops and over £145 million in cafes, restaurants, and bars, it’s clear that well-targeted efforts can result in significant growth. Here are some practical strategies to help your business capitalise on increased tourism as we enter 2025, just as East Lindsey continues to do with increasing success.
The success of East Lindsey is partly attributed to its well-promoted local events, such as the Lincolnshire Wolds Outdoor Festival and Louth Food and Drink Festival. These locally-led events create an incredibly welcoming atmosphere with diverse things to do and discover - which can significantly boost tourism.
By working with existing events or launching a similar offering focusing on your strengths and unique heritage, your business can attract a higher number of visitors. Consider partnering with local councils or tourism boards to organise events that showcase regional culture, food, or outdoor activities - and be sure to give attendees a wealth of things to experience. For example, the Lincolnshire Wolds Outdoor Festival featured more than 100 events and activities, including guided walks for mindfulness, birdwatching and dancing in the forest.
Be sure to include something for everyone - including children, families, the elderly and pet owners! By broadening your offering and creating an experience rather than simply an event, you can cultivate a platform that introduces your business to both locals and tourists alike.
As the above examples prove, a united front is always stronger. This doesn’t simply extend to your local government or tourism bodies, however - perhaps somewhat paradoxically - it includes your neighbouring businesses and even rival offerings.
There is an indelible strength in collaboration. Working together with other local businesses to offer joint promotions or experiences can radically improve your prospects and feed footfall. For example, tourists who shop in a specified local store might receive a discount at a nearby café. Creating a ‘trail’ or guided visitor experience can make this feel organic and even help inform how visitors experience your surroundings. Create, cultivate and, collaboratively, conquer. Such partnerships not only boost individual footfall but also strengthen the local economy overall.
Of course, drawing in visitors is only part of the task at hand - ensuring they return is altogether more difficult. However, the key is something that is increasingly overlooked: customer service.
Excellent customer service is key to retaining visitors and encouraging repeat business - and yet it is steadily on the decline. Research shows that the UK’s satisfaction with customer service is at an all-time low - which, while a sobering statistic, provides your business with the opportunity for an easy win. This is one area in which a little positivity and humility can really make all the difference.
Training your staff to be welcoming and knowledgeable about local attractions can enhance a tourist's overall experience. In addition, offering regional dishes, beverages, or souvenirs in your café, bar, or shop provides visitors with a sense of authenticity that can set your business apart.
By adopting these strategies, businesses across the East Midlands can attract and retain the growing wave of tourists across the UK in 2025, following East Lindsey’s lead in turning local charm into economic success. For further advice on embedding strategic decision-making into your business, get in touch with our expert team today.
