City of Lincoln Council has assumed ownership of several tourism initiatives, including the Visit Lincoln brand, as part of a new partnership with Lincoln Business Improvement Group.
The move brings responsibility for a range of visitor-focused programmes under the council’s oversight. Both organisations aim to strengthen Lincoln’s position in the regional visitor economy and provide clearer support for local businesses that rely on tourism.
Councillor Joshua Wells, Executive Portfolio Holder for Economic Growth, said: “This partnership is a fantastic opportunity to build on Lincoln’s reputation as a vibrant and welcoming city. By working closely with Lincoln BIG and other stakeholders, we can create a stronger, more sustainable visitor economy that benefits local businesses and the wider community. The re-launch in spring 2026 will set the tone for an exciting tourism season and beyond.”
Visit Lincoln will continue to operate as the city’s primary destination brand. The council plans to maintain its existing standards while preparing for a refreshed digital presence. Work is underway to test new partnership models and promotional approaches that will feed into a wider strategy.
A formal report outlining the long-term direction for the city’s tourism activity is scheduled for discussion at an upcoming Executive Committee meeting. A relaunch of Visit Lincoln’s website and social platforms is expected in early spring 2026, aligning with the start of the tourism season.
