Planning Solutions Consulting were commissioned to support WLDC in carrying out a review of their draft visitor economy strategy. The subsequent research and consultation exercise carried out with local stakeholders confirms that tourism matters to the district; it is a growing sector which makes an important contribution to West Lindsey’s overall economic growth (£143 million in 2019). The consultations were carried out through one-to-one discussions with WLDC officers and key partners including the county council, East Lindsey District Council, Lincolnshire Wolds AONB, Visit Lincoln and Greater Lincolnshire. Virtual workshops were else held online to discuss the action plan with key stakeholder groups such as tourism businesses including key attraction and accommodation representatives.
There was a strong consensus from these consultations to focus the strategy on a diverse portfolio comprising the district’s heritage offer, as well as niche market towns and village attractions and the environment and landscape. In particular, there was feedback on continuing to focus on lead brands/attractions such as Gainsborough Old Hall and its aviation heritage. Further recommendations which could form a core part of the tourism offer going forward include renowned heritage attractions nearby such as Lincoln Castle as well as established walking and cycling routes such as Wolds Walks and The Lindsey Trail. Complimenting this could also be a growing events and culture programme, such as the Lincolnshire Showground.
The findings from the research were compiled in a draft report which included an action plan with a suite of detailed interventions and initiatives which respond to the vision to create a community-led destination that develops, refines and presents an authentic responsible tourism product with a focus on sustainability and community benefits.
The findings from the research have also been incorporated into the draft visitor economy strategy. The next stage will be to present the draft visitor economy strategy and action plan to the committee for endorsement in spring 2022. Any further feedback will be incorporated into a final report with practical recommendations for the Economic Growth Team to take ownership of and then use for delivery in its service to the West Lindsey tourist economy.
The action plan and strategy will be kept under review and will continue to be updated as the funding landscape and market conditions change.