The region’s official tourism body, Destination Lincolnshire, has ceased trading following what it described as a period of “sustained financial difficulty,” resulting in the immediate loss of all jobs and casting uncertainty over the future of key tourism brands, including Discover Boston, Visit Lincoln, and Cycle Lincolnshire.
The organisation, which served as the official Local Visitor Economy Partnership (LVEP) for Greater Lincolnshire and Rutland, confirmed its collapse today in a statement that attributed its closure to being “unable to generate sufficient income to cover essential operational costs.”
The shock announcement comes as a major blow to the region’s visitor economy, which has relied on Destination Lincolnshire to drive promotional campaigns, support local tourism businesses, and attract both domestic and international visitors.
The organisation was the driving force behind several key tourism brands — including Discover Boston, Visit Lincoln, and Cycle Lincolnshire — all of which are now facing an uncertain future without a central operator to maintain websites, manage partnerships, or run promotional activity.
Lincolnshire had only recently positioned itself as a leader in rural and heritage tourism, with Destination Lincolnshire spearheading sustainability initiatives, digital visitor experiences, and business support programs.
A statement from Destination Lincolnshire said: “Throughout its operation, Destination Lincolnshire has delivered meaningful contributions to the region’s tourism and visitor economy. Among its notable achievements was securing Local Visitor Economy Partnership (LVEP) status for Greater Lincolnshire, a milestone that underscores the dedication, professionalism, and passion of the Destination Lincolnshire team.
“This success was achieved in partnership with a dedicated network of public and private sector partners. Together, they shaped a forward-looking Destination Management Plan designed to increase visitor engagement and drive long-term economic growth in the region.”
The statement added: “Destination Lincolnshire extends sincere thanks to all those who have supported its mission, shared its vision, and contributed to its achievements.
“Regrettably, the team has been made redundant with immediate effect. The board of directors will remain in place to support the insolvency process.”
Tourism businesses across the region are now calling for local authorities and government bodies to step in with interim support or to identify a successor organisation that can take on the role of promoting and coordinating the visitor economy.
It is currently unclear what will happen to Destination Lincolnshire’s assets, online platforms, or brand rights. There has been no immediate comment from local councils or VisitEngland.
Destination Lincolnshire had previously evolved from Visit Lincoln and was later designated as an official LVEP by VisitEngland in 2023 as part of the government’s new national tourism structure. The organisation had played a pivotal role in pandemic recovery efforts and the wider push to modernise tourism in rural areas.
