Visitor Economy Strategy Manager

Job Introduction

Shape the future of Lincolnshire's visitor economy

Lincolnshire County Council is seeking an ambitious, strategic and commercially minded Visitor Economy Strategy Manager to lead the development and delivery of our visitor economy agenda. This is an exciting opportunity to influence the long-term growth of one of Lincolnshire's key economic sectors and position the county as a leading destination for visitors, investors and tourism businesses.

Do you have experience of working at a senior level within the Visitor Economy sector? Do you want drive forward strategic integration between services that encourages positive outcomes for visitors and visitor economy businesses ? Are you driven by making connections, supporting the development of the sector, promoting Lincolnshire’s visitor economy offer and working in partnership ? If so, the Visitor Economy Strategy Manager is an exciting new opportunity which could be perfect for you.

Working within the Economic Development Service, you will lead the strategic development of visitor economy policy, investment and product development activity, working collaboratively with public and private sector partners to drive sustainable economic growth across Lincolnshire.

Lincolnshire is a big, very rural county with a long coastline and a beautiful cathedral city at its heart. Full of contrasts from busy Skegness to the huge sandy beaches of the wild coast, from the flat fens to the rolling hills of the Wolds. Lincolnshire has a long tradition in tourism, in fact since 1936 when Billy Butlin founded the first UK holiday camp here.

Lincolnshire’s Visitor Economy, worth some £3.02 bn, has seen some massive improvements in recent years. Multi-million pound heritage projects at Lincoln Castle and Cathedral, new attractions like the International Bomber Command Centre and investment in the England Coast Path, new nature reserves and the expansion of existing reserves. Heritage and Nature Tourism are particular Lincolnshire strengths.

Like most of Britain, Lincolnshire’s hospitality industry has suffered through the covid and cost-of-living crisis. The Visitor Economy team took the opportunity to completely redevelop www.visitlincolnshire.com ; strengthening the product development and refining our business support to the industry. Lincolnshire is not as well known as we would like. Research tells us that potential visitors want what the county has, they just don’t know that we’ve got it! There’s plenty to play for.

About the role

As Visitor Economy Strategy Manager, you will be responsible for developing and delivering a clear strategy that strengthens Lincolnshire's visitor economy, attracts higher-value visitors, increases investment and supports business growth. You will play a leading role in shaping place-based economic development initiatives and ensuring Lincolnshire maximises opportunities through partnerships with organisations including VisitEngland, VisitBritain, the Greater Lincolnshire Combined County Authority (GLCCA), local authorities, tourism businesses and sector stakeholders.

You will provide strategic leadership for the Visitor Economy Team and oversee the development of programmes, partnerships and initiatives that raise Lincolnshire's profile nationally and internationally. You will encourage visitor economy businesses to flourish and support the growth of the Lincolnshire economy.

Main duties and responsibilities

Key responsibilities will include:

• Developing and leading Lincolnshire's visitor economy strategy and delivery plans to support sustainable growth, investment, innovation and destination development.
• Leading programmes that enhance Lincolnshire's tourism offer and raise the county's profile to regional, national and international audiences.
• Working with government departments, strategic agencies and industry partners to secure investment, funding opportunities and sector growth.
• Driving the development of the Visit Lincolnshire portfolio, including digital promotion, business support and skills development initiatives.
• Leading and influencing public and private sector partnerships to deliver strategic outcomes relating to investment, skills, marketing and product development.
• Commissioning research, business support programmes and visitor economy initiatives that strengthen Lincolnshire's position as a destination
• Providing expert advice to businesses and organisations seeking investment and funding opportunities.
• Managing budgets, contracts and performance frameworks to ensure successful delivery of commissioned activity.
• Leading, motivating and developing the Visitor Economy Team, promoting high performance and continuous improvement.
• Representing Lincolnshire County Council at local, regional and national forums, including engagement with VisitEngland and government stakeholders.

What we're looking for

To be successful in this role, you will be a strategic operator with significant experience of delivering tourism development and place-based investment initiatives. You will be comfortable operating in a complex stakeholder environment and able to influence decisions at a senior level.

Essential skills, knowledge and experience

• Significant experience working at a strategic level within the visitor economy, tourism, destination management or related sector.
• A proven track record of securing external funding and attracting investment.
• Knowledge of Lincolnshire's visitor economy and tourism assets.
• Experience of PR, events, destination marketing and promotional activity.
• Strong experience of budget, project, programme and contract management.
• Demonstrable ability to build influential relationships across partner organisations and stakeholder groups.
• Excellent communication, negotiation and influencing skills.
• Strong analytical skills with the ability to use data, evidence and insight to inform strategic decisions.
• Knowledge of local government decision-making processes and the wider economic development landscape.
• Ability to work confidently with elected members, senior leaders, businesses and external partners.

Why join us?

This role offers a unique opportunity to shape the future of Lincolnshire's visitor economy and create lasting economic impact across the county. You will work with influential partners, lead innovative initiatives and play a key role in delivering growth, business support, investment and prosperity for Lincolnshire's visitor economy.

If you are a strategic operator with a passion for place and destination development, we would be keen to hear from you.

The postholder will be expected to work externally across organisations, be able to influence budgets held by those organisations as well as advocate for the Visitor Economy Sector. They will also have substantial strategic responsibilities across the council and other agencies.

Hybrid working is a feature of this role. The successful applicant will be required to attend the office alongside the wider Economic Development team based in Lincoln. An element of travelling will be required across the whole of Lincolnshire to attend partnership meetings. The Council can offer an element of flexibility within working patterns to accommodate a strong work-life balance, subject to service needs.

About the team

You will be joining the Council’s well established Economic Development team, who are well embedded in the community and business networks. Our vision is to help people to get good jobs, grow productive businesses and create a prosperous region. We are an established team with a wealth of knowledge, skills and experience keen to welcome new members in our ambition to deliver positive outcomes to residents and support economic growth.

If you would like an open and informal discussion regards this role then please contact Samantha Harrison via email on SamanthaL.Harrison@lincolnshire.gov.uk

Closing date: 22/10/26

Interviews: TBC.

At Lincolnshire County Council, we believe our people are at the heart of everything we do. That’s why we offer a rewarding package designed to support your work–life balance, health and wellbeing, financial security, and career growth. Find out more about our offer to you in the attached brochure.

PLEASE NOTE: It is imperative that your personal statement clearly states why you have applied, how you meet the essential and desirable criteria for the role as set out in the Job Description (attached on LCC jobs Site) and what you feel you can bring to this role, the team and the wider County Council.

Please refer to our Job Information Pack here to support you in your application.

On occasion we receive significantly more applications than expected for some vacancies and under such circumstances we reserve the right to bring forward the closing date of the advertisement. We therefore strongly advise you to apply for the role promptly to avoid disappointment should the closing date be brought forward. Please also note: once an application is submitted it is final and cannot be amended. If you withdraw your application, it cannot be reinstated and you will not be able to submit another application for that vacancy. If you have an issue with your submitted application, please contact recruitment@lincolnshire.gov.uk.

We operate a talent pool scheme whereby candidates who are not successful on this occasion may be considered for a period of up to 3 months for equal positions.

Lincolnshire County Council is committed to safeguarding and promoting the welfare of children, young people and vulnerable adults and expects all staff and volunteers to share this commitment.

A Smarter Working Employer

We have embraced new ways of working and hybrid working will be a feature of this role. You will be given a nominated contractual work base and you will be required to commute to this work base when necessary. Working arrangements regarding hybrid working will be discussed as part of the appointment process.

Our technology platform and equipment is very good enabling you to connect and collaborate remotely. We require that you have in place good connectivity, and we will discuss during the recruitment process if support with this is needed.

Fluency Duty

In accordance with Part 7 of the Immigration Act 2016 (Fluency Duty), the ability to converse at ease with customers and provide advice in accurate spoken English is essential for the post.

Our values – collaborative, adaptable, eco-conscious, supportive, and responsible – guide everything we do. We’re looking for candidates who share these values and bring them to life in their work, helping us build strong teams and make a real difference in the communities we serve.

Attached documents

• Employee Benefits Brochure Lincolnshire County Council.pdf
• Visitor Economy Strategy Manager JD.pdf