Visit Lincoln changes structure and adopts new business plan

Visit Lincoln has been launched as an independent Community Interest Company (CIC).

The move means the organisation has assembled its own board of directors to shape the future of the city and the wider Lincolnshire area. The Destination Management Organisation has adopted a new business plan under three strands – tourism, talent and trade.

We represent businesses and organisations in the city and across Lincolnshire through various projects and have played a pivotal role in securing new funding for the benefit of the whole county.

Lydia Rusling, chief executive, said: “A Community Interest Company is all about doing what’s in the best interests of the community. As a not-for-profit organisation, every contribution to Visit Lincoln goes to employing four members of staff dedicated to promoting the city and county, marketing the city as a great place to visit, to invest in and to learn, as well as providing support to a range of businesses across the county.

“Financial stability is critical to the success of Visit Lincoln, which we plan to achieve through partnership growth. Last year nearly 50 new businesses joined as Visit Lincoln Partners, including those which are not directly related to the tourism sector but see the benefit of the Place Marketing work we’re doing. We remain wholly committed to our 150 partners and businesses and they can be assured that the new set-up as a CIC will ensure all funding and contributions will benefit Lincoln and Lincolnshire, provide match funding for new projects, support place marketing and ensure a secure future for the organisation.”