The Joint Performance Monitoring Panel and Policy Development Panel met on Tuesday 19 May 2026 to discuss the South & East Lincolnshire Destination Management Plan for 2026-2030. The meeting's agenda also included the election of a chairman and the declaration of interests.

South & East Lincolnshire Destination Management Plan 2026–2030

The primary item scheduled for discussion was the South & East Lincolnshire Destination Management Plan (DMP) and its associated Action Plan for the period 2026–2030. This plan aims to provide strategic direction for the visitor economy across Boston, East Lindsey, and South Holland. The report presented outlined a shared vision for a confident, year-round visitor economy, supported by four strategic priorities and five thematic pillars.

The DMP identifies the visitor economy as a significant contributor to the region, supporting jobs and businesses. It acknowledges current challenges such as low national profile and a reliance on seasonal tourism, while highlighting opportunities presented by growing demand for nature-based experiences, heritage, and culture.

The plan sets out four strategic priorities:

• Great Places: Enhancing public realm, infrastructure, and accessibility to improve the visitor experience.
• Quality Experiences: Developing and enhancing tourism products and experiences to encourage longer stays and repeat visits.
• Targeted Marketing & Brand Identity: Creating a clear and compelling narrative for the area, supported by a strong digital presence and coordinated campaigns.
• A Confident, Connected Sector: Strengthening business support, skills, collaboration, and governance within the visitor economy.

These priorities are underpinned by five thematic pillars: Sport and active leisure, Heritage and culture, Nature and outdoor experiences, Seaside and family experiences, and Food, drink, and local produce.

The report also detailed local delivery plans for Boston, East Lindsey, and South Holland, recognising the distinctiveness of each area while promoting a connected approach to regional development. For Boston, the focus is on strengthening its identity as a heritage and cultural destination, with flagship projects including the Boston 2030 international anniversary programme and improvements to the Cultural Quarter. East Lindsey aims to strengthen its year-round offer across the coast and Wolds, with priorities including the Wolds Visitor Centre and developing coast-to-countryside itineraries. South Holland seeks to enhance its community-driven offer, promoting heritage, waterways, and food and horticulture-based experiences, with flagship projects such as improvements to Ayscoughfee Hall and Gardens and market town regeneration.

The report recommended that the Joint Performance Monitoring Panel and the Policy Development Panel provide feedback on the DMP and its Action Plan. The plan itself does not commit new expenditure but will be supported through existing budgets, external funding, and partner contributions. It also noted the creation of a new dedicated post for South Holland to support the delivery of the DMP Action Plan.

The report was authored by Maria Cotton, Service Director - Culture & Regeneration. The full Destination Management Plan and Action Plan were provided as appendices to the report.