Welcome, this is my first appearance as interim Chief Executive on Visit Lincolnshire’s e-newsletter.I’m approaching my first full month in the role and during this time I’ve had the privilege of meeting many of you who share my ambition to grow tourism in Lincolnshire.
My primary focus is to identify how we can best facilitate effective partnership working, for the benefit of those with an interest in growing and enhancing tourism within the context of Lincolnshire's visitor economy.
My past roles, managing and developing national and international tourism and entertainment businesses, have shown me firsthand the important contribution tourism makes to the English economy; it’s worth nearly £100 billion and supports two million jobs. In Lincolnshire, tourism is second only to food production generating £958 million and supporting over 16,000 jobs.
In the current economic environment, tourism offers real opportunities for meeting some of the difficult challenges ahead. Attracting more international tourism and encouraging more Britons to holiday in England would make a positive and lasting impact on the economy.
Tourism brings very real economic benefits to local communities, supplying direct jobs and supporting supplier businesses. It is an industry that lends itself to entrepreneurship and although dominated by SMEs offers opportunities for investment in various types of business of all sizes, from international brands to local family-run concerns.
Without doubt, tourism is economically important nationally, regionally and locally. However, it is also important to recognise that the traditional concept of tourism associated with 'bucket and spade' holidays, caravans and tents, ice-creams and post-cards, hotels and guest houses is but a part of a much broader concept.
The concept of the 'visitor economy' includes traditional holiday-related tourism but also incorporates business tourism, conferences and exhibitions, shopping, special events, eating and drinking, sports and leisure, and cultural and heritage activities. And, vitally, it is a concept that embraces residents and visitors alike.
Understanding how to successfully grow the visitor economy as an integrated whole requires an understanding of the fundamental importance of successful 'place-making'. In essence, a place that is attractive to live and work in is consequentially more likely to attract visitors and inward investment. The collective challenge for our communities is to recognise that this virtuous circle is achievable and sustainable only on the basis of effective partnership working between the public, voluntary and private sectors.
Marc Etches
Interim Chief Executive, Visit Lincolnshire
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