Decision details

To seek Cabinet approval of the South & East Lincolnshire Destination Management Plan and the Destination Management Action Plan for 2026–2030

That Cabinet:

1.    Approves the South & East Lincolnshire Destination Management Plan 2026–2030, attached at Appendix A.

2.    Approves the South & East Lincolnshire Destination Management Action Plan 2026– 2030, attached at Appendix B.

3.    Delegates authority to the Service Director for Culture & Regeneration, in consultation with the relevant Portfolio Holder, to make minor amendments to the Action Plan and oversee delivery, monitoring and annual refreshes to ensure it remains aligned to local priorities, funding opportunities and partnership arrangements.

Approval of the DMP and Action Plan will provide a clear strategic and delivery framework for the development of the visitor economy across South and East Lincolnshire between 2026 and 2030.

The plans provide a structured, evidence-based approach to strengthening place identity, improving quality, growing year-round visitation and aligning local delivery with the wider Partnership framework.

For South Holland, the Action Plan provides a structured and evidence-based programme focused on the district’s key strengths, including food and agritourism, waterways, heritage and market town experiences.

The delegated authority will support responsive delivery and allow minor updates to reflect changing opportunities, partnership arrangements and funding requirements without returning to Cabinet for operational amendments.

A do-nothing approach was considered and rejected, as this would result in fragmented activity, reduce the area’s ability to compete effectively and limit opportunities to secure future investment.

A single generic Partnership-wide approach without district-specific action planning was also considered and rejected. While a shared strategic framework is important, delivery must reflect the distinct opportunities, assets and challenges of each area, including those specific to South Holland.

Alternative prioritisation of actions was considered through development of the plan. The proposed priorities are recommended because they are informed by the evidence base, stakeholder engagement and alignment with the wider strategic aims of the Partnership.

None.