The vast skies of the Fens and the history and community spirit of Spalding and Holbeach have been highlighted as drivers for tourism to South Holland.
The South and East Lincolnshire Destination Management Plan for the next four years outlines the area’s potential for mopping-up visitor income.
According to a report which went before a South Holland District Council panel on Tuesday, the area is ‘ready to be recognised’ in terms of the tourism economy.
“What we need now is to bring these strengths together; to tell a clearer story, develop more year-round experiences,” says the report presented to panel members of the Joint Performance Monitoring Panel and Policy Development Panel.
The coast area offers family appeal with 4.47m visitors to East Lindsey in 2024. Boston had 1.4m visitors but figures aren’t available for South Holland which stopped subscribing to the measuring tools used by the others.
“Boston, East Lindsey and South Holland contribute differently to the visitor economy, yet together they form a destination that is diverse, balanced and full of potential,” the report adds.
The waterways, agriculture and community identity are highlighted as positive attributes to South Holland.
Promoting heritage, outdoor experiences, food and horticulture experiences and enhancing town centres are all listed as the strategic focus for South Holland.
Spalding, Holbeach and Crowland are listed as ‘key assets’ while opportunities range from food and drink tourism to community-led events and festivals alongside waterways and outdoor recreation.
But among the challenges is lower visitor awareness, limited year-round visitor infrastructure and transport or connectivity across rural areas.
Among priorities will be improved programming, interpretation and visitor facilities for Ayscoughfee Hall (pictured) and Gardens. Spalding’s Gentlemen’s Society museum will be supported and heritage strengthened.
Wayfinding and public realm improvements are priorities for Spalding, Crowland and Holbeach.
Within the next 12 to 24 months, a market towns and waterways proposition will be launched. There will also be a ‘small programme’ of food and horticulture-led experiences and clear visitor outcomes will be agreed for Ayscoughfee Hall and Gardens.
Developing food trails, year-round nature-based products, developing and maintaining websites for visitors along with carrying out audits of signage, toilets, electric vehicle parking and accessibility are all a top priority for the first year.
Strategic leadership will come from the South and East Lincolnshire Councils Partnership working with district partners, businesses, community groups and cultural organisations.
“While each area has its own identity, the visitor economy is strongest when these identities work together,” the report says. And South Holland will subscribe to the system of measuring visitor numbers again this year.
