Huge tourism opportunities in Lincolnshire says VisitBritain CEO

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A leader in the tourism industry, Sally Balcombe, CEO of VisitBritain and VisitEngland, has highlighted the many opportunities for improving tourism in both Lincoln and the wider county.

Following her keynote talk at the Lincolnshire Business Expo at Lincolnshire Showground on January 16, Sally visited a range of tourism hotspots include the International Bomber Command Centre and Lincoln Cathedral.

In an interview with CityX, Sally spoke of the county and how she believes tourism will continue to grow in the area.

Sally Balcombe speaking at the Lincolnshire Business Expo 2019. Photo: Jacob White for CityX

Sally told CityX: “I think tourism in the county is going to grow.

“Lincolnshire has all of the assets, a beautiful heritage city and a wonderful countryside – which is quintessentially English, and certain markets such as the Chinese market absolutely adore that.

“We are opening up cycling and actually, the fact that sometimes Lincolnshire has areas, that are less challenging and are a little bit flatter, are ideal for family cycling groups.

“Lincolnshire also has a wonderful heritage outside of Lincoln, the county has everything going on and we see a huge opportunity for the county to grow tourism and we would love it for the county to also grow that international tourism.”

Photo: Jacob White for CityX

Lydia Rusling, Chief Executive of Visit Lincoln said: “Tourism is a major part of Lincolnshire’s economy and having Sally Balcombe with us for the day highlighted the intrinsic link that tourism has with the wider business community.

“Sally advocated the importance of working together – bringing together the strengths of individuals, SMEs, Councils and the GLLEP to ensure growth of the visitor economy, which is currently worth £1.4 billion to the county and £203 million to the city.

“We also took the opportunity to show her around International Bomber Command Centre, the Lincoln Castle and Lincoln Cathedral – and what she saw exceeded all expectations, she was very impressed with Lincolnshire!

“Sally’s visit has given us much food for thought, and I am now reaching out to our partners and stakeholders to see how we can work collectively to champion and grow tourism across the city and county.”

Watch our video and take a look at our full interview with the CEO of VisitBritain/VisitEngland.