In 2024, Greater Lincolnshire’s visitor economy reached a significant milestone, surpassing £3bn for the first time. The region’s tourism and hospitality sectors were valued at £3.02bn, marking a 3.1% increase from the previous year.
Despite challenges such as fluctuating visitor numbers and rising operational costs, the sector has shown resilience. National trends also reflect similar pressures, with increased costs affecting businesses across the UK.
Tourism in Greater Lincolnshire remains a key contributor to the local economy, supporting 28,700 jobs. The county welcomed 32 million visitors in 2024, who collectively spent 46 million days exploring Lincoln’s vibrant cityscape, the picturesque countryside, and the coastal areas.
Online engagement has also surged, with Visit Lincolnshire’s website, receiving 1.67 million page views, a 33% year-on-year increase. Notably, the site achieved a conversion rate of 17.2%, significantly higher than the industry average of 4.7%, reflecting growing interest in the region as a tourist destination.
To build on this momentum, Visit Lincolnshire plans to enhance its marketing efforts, targeting national audiences and promoting the county’s unique attractions. Additionally, the region’s reputation as a prime birdwatching destination continues to grow, alongside increasing recognition of its coastal paths, including the King Charles III England Coast Path, which will eventually span 200km.
