Visit Lincoln has launched as an independent Community Interest Company, establishing 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 and the board will be ensuring its delivery under the three key areas of activity – Tourism, Talent and Trade.
Visit Lincoln 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.
The new business plan builds on Visit Lincoln’s assets, knowledge and expertise within the tourism sector and puts it to valuable use to attract investment and encourage people to learn and live in Lincoln.
Becoming a CIC will present new opportunities as Lydia Rusling, Chief Executive, explains: “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 4 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.
“We are also aiming to build a fund that will enable us to reinvest in the city, improve the place through art or cultural projects, and support funding for tourism development for the benefit of the community and to encourage visitors.
“Importantly we join SMEs across the county as a new limited company, which provides the team with valuable insight, knowledge and experience on setting up and running a business.
“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.
“We are grateful for the support and encouragement from our partners, including our founding partners – Lincolnshire Chamber of Commerce and Lincoln Business Improvement Group – who were instrumental in establishing the Destination Management Organisation for the city. Their commitment led to the growth of Visit Lincoln and enabled it to take its next step as an independent company.”