City of Lincoln Council has announced plans for a new approach to delivering the city’s visitor economy partnership under the Visit Lincoln brand.
Businesses across Lincoln’s visitor economy are being invited to join a renewed Visit Lincoln partnership as the city launches the next phase of its tourism and destination marketing programme.
City of Lincoln Council, working with partners including the Lincoln Business Improvement Group, the Lincolnshire Chamber of Commerce, and Lincoln Independent is developing a new approach to delivering Visit Lincoln that will place local businesses at the heart of promoting the city.
From 18 March 2026, visitor economy businesses will be able to sign up for a free listing on the Visit Lincoln website.
Once registered, businesses will gain access to a dedicated online portal allowing them to update their own listings, share events, and take part in future marketing campaigns promoting the city.
Drop-in sessions will also be held to help businesses find out more and sign up. These will take place at the Cornhill Market on Wednesday, 25 March from 10am to 6pm, and at Lincoln Cathedral on Tuesday, 31 March, from 4pm to 6pm.
Once several businesses have joined the platform, Visit Lincoln will begin rolling out new campaigns showcasing what the city has to offer, as well as exploring opportunities such as joint visitor experiences, event promotion, combined itineraries and conference packages.
Cllr Joshua Wells, Portfolio Holder for Inclusive Economic Growth at City of Lincoln Council, said:
“Lincoln has an incredible visitor offer, from our heritage and culture to our independent businesses, hospitality and events. Visit Lincoln gives us a platform to bring all of that together and promote the city in a much stronger and more coordinated way.
“We want local businesses to be at the heart of this. By working together, we can showcase everything Lincoln has to offer, attract more visitors and ensure the benefits are felt across the whole city.”
The work forms part of the Lincoln Connected project funded through the Lincoln Town Deal, which aims to strengthen Lincoln’s visitor economy.
The project includes a new digital tourism platform that will become the main online hub for visitor information about the city, while giving businesses a greater role in promoting Lincoln.
Following approval from the Lincoln Town Deal Board to extend the Lincoln Connected project until March 2028, the council can now complete the platform and begin rebuilding the Visit Lincoln partnership.
As part of this work, the council and its partners will host a visitor economy event in June 2026, bringing together businesses and organisations from across Lincoln to help shape the future direction of Visit Lincoln.
City of Lincoln Council will act as the accountable body for the partnership while working with the sector to develop a sustainable and collaborative approach to promoting Lincoln as a visitor destination.