Issue - meetings

To seek Cabinet approval of the South & East Lincolnshire Destination Management Plan and the Destination Management Action Plan for 2026–2030 (report of the Service Director for Culture and Regeneration enclosed).

Consideration was given to the report of the Service Director for Culture & Regeneration which sought Cabinet approval of the South & East Lincolnshire Destination Management Plan and the Destination Management Action Plan for 2026-2030.

The Portfolio Holder introduced the report seeking Cabinet approval of the South and East Lincolnshire Destination Management Plan (DMP) and Destination Management Action Plan for 2026–2030.

Cabinet was advised that the visitor economy made a significant contribution to jobs, businesses, town centres, cultural organisations and natural heritage assets across South and East Lincolnshire. The DMP provided the strategic direction for the visitor economy across the partnership area, while the accompanying Action Plan established the delivery framework for the period 2026–2030.

It was explained that the DMP set out a shared vision for a confident, year-round visitor economy, supported by four strategic priorities, five thematic pillars and district-level opportunities for Boston, East Lindsey and South Holland. The Action Plan translated this vision into a programme of activity aimed at strengthening destination identity, improving visitor experiences, supporting business engagement and creating the conditions for future investment.

For South Holland, the Action Plan reflected the district’s distinctive strengths, including food and agritourism, waterways, heritage assets, market towns and rural communities. Proposed activities included destination branding, heritage interpretation, active travel and cycling initiatives, public realm improvements and other measures designed to support a more vibrant, confident and connected visitor economy.

During discussion, Members welcomed the Plan and noted that the Joint Scrutiny Panel had considered the proposals in detail. It was observed that, during the initial stages of development, concerns had been raised that South Holland's interests were not as prominently reflected as those of the other partner authorities. Members were pleased that greater emphasis had subsequently been placed on South Holland's identity and opportunities.

Whilst supporting the proposals, Members stressed that the success of the Plan would ultimately depend on delivery and the availability of appropriate resources. It was noted that South Holland had not always been at the forefront of investment in tourism-related initiatives and that a commitment to implementation would be essential if the ambitions of the Plan were to be realised.

There was enthusiasm for the opportunities presented by agritourism, noting that the district's agricultural heritage and assets represented a significant opportunity for visitor attraction and economic growth.

Officers advised that one of the key discussions at scrutiny had related to the availability of visitor economy data. It was confirmed that STEAM visitor economy data had now been secured for South Holland, together with historic data for previous years, enabling the establishment of a clear baseline against which future progress could be measured.

Members also highlighted the importance of ensuring that South Holland's unique identity was promoted through the Plan. Particular reference was made to the district's heritage, events and the significance of the Flower Parade in shaping public perceptions of the area. It was suggested that future destination marketing should continue to build upon these distinctive features and help develop a strong sense of place.

In  ...  view the full minutes text for item 14