A strategy to further boost an important economic driver for North Kesteven has got jobs creation, skills development, more spending by more visitors and environmental sustainability at its heart.
Tourism and visitor activity saw 2.9 million visitors come into or move within North Kesteven for days out or holidays in 2023, generating a total value of £201 million into the local economy and directly supporting the full-time equivalent of more than 2,000 jobs across the year.
That was a 21% uplift in economic impact on the year before, restoring the fortunes within the visitor economy sector above the pre-pandemic level and continuing an upwards curve in the importance of tourism to the District’s economy.
Now, in order to support businesses operating within the visitor economy, tourism and days-out and leisure sector, a newly-adopted North Kesteven Tourism Strategy is being rolled out.
Developed to reflect the intentions of businesses and visitors who were surveyed to understand the strengths, weaknesses and opportunities within the sector, and asked to help shape key priorities and actions going forward for the area, it seeks to ‘encourage, support, and drive sustainable growth’ in North Kesteven’s Visitor Economy; ‘putting the environment at the heart of everything we do and making the most of natural advantages of the District as a distinctive rural Place for domestic and international visitors’.
To achieve this, the strategy has five key priorities and objectives that seek to:
- Embed an environmental emphasis by promoting responsible tourism, minimising environmental impact, increasing support for eco-businesses and promoting sustainable travel - making North Kesteven a sustainable location;
- Enhance and create new products and experiences that generate increased visitor spend and encourage visitors to stay longer;
- Support, advise and champion sustainable growth in business;
- Promote North Kesteven as the place to live, visit and invest, encouraging wider buy-in on branding from partners such as Destination Lincolnshire and supporting businesses to maximise their marketing opportunities;
- Attract, maintain and upskill the workforce.
Some of these measures are already carried out by the Council’s tourism and business support teams and by making use of Government UKSPF funding to boost business opportunities and outcomes and stimulate growth; which can be seen in year-on-year figures produced by national independent benchmarking. This strategy gives that more focus and impetus.
In an improvement in the proportion of staying visitors spending more than one day in the area, compared to day visitors, the balance is shifting towards longer stays which generate more spending locally. Figures for 2023 show that the total economic impact of staying visitors was £75.4m for local businesses and communities; with day visits generating £126m.
Already more than 300,000 people are staying in the District on holidays or short breaks, spending nearly one million nights in total, which is 161,000 more nights than in 2022.
From 2022 to 2023 total visitor numbers rose by 5.7%, with day visitor numbers rising by 6.7% - attracted by the area’s unique aviation heritage offer, the International Bomber Command Centre, the Council’s own cultural locations Mrs Smith’s Cottage, the Hub, Cranwell Aviation Heritage Museum, Cogglesford Watermill, Navigation House and many other attractions such as Heckington Mill, Doddington Hall, Sleaford Museum and Metheringham Airfield.
Council Leader Cllr Richard Wright, who has executive oversight for tourism and economic growth, said: “Like the accompanying Economy Strategy, this new Tourism Strategy is not just about attracting more visitors to the District, at any cost. It is focused on balanced growth, ensuring a warm welcome and quality experience and supporting businesses operating within the visitor economy with the skills to enhance the quality of what they offer, target key visitor segments and add value; whilst simultaneously working with businesses and partners to reduce the impact of that investment on the environment, encouraging longer stays and therefore greater spending per person whilst staying here.”
Measures that seek to achieve this include: promotion of the area’s cycle-friendly routes; advice on options for sustainable travel on booking; helping businesses to understand their carbon footprint and develop more sustainable options to promote green tourism; and promoting options for diversification or specialisation, such as for fishing retreats, weddings, walking etc.