Lincoln is one of twelve historic cities which has secured a £1m investment from the Discover England Fund for an innovative new project to encourage more US visitors to explore regional England.
The money will be spent on brining history to life by telling stories via enhanced augmented reality and will feature itineraries that link the
cities by rail, making it easy to plan and book a multi-destination trip.
Delivered through the historic cities app, it will act as a central point for local information that highlights places to eat and stay alongside trips, tours and travel options.
Lydia Rusling, Head of Visit Lincoln said: “This is a major investment which uses cutting-edge technology to attract international visitors to Lincoln and other leading historic cities.
“Heritage is a huge draw for US visitors to England. The project names as ‘The Collection’ will enable Lincoln to share our amazing stories through digital technology and will bring the city wider exposure to this important international market”.
This is the first time that England’s Historic Cities have collaborated in this way, The Collection is one of a number of successful projects to receive funding from the UK Government’s £40 million Discover England Fund.
The Discover England Fund is administered by VisitEngland and aims to ensure that England stays competitive in the rapidly growing global tourism industry, by offering world-class English tourism products to the right customers at the right time. The Fund is a central government funded programme of activity, supported by match funding by partners in the public and private sectors.
VisitEngland Chief Executive Sally Balcombe, said: “The calibre of submissions reflects the innovation in product development thriving across the country’s tourism landscape. The successful projects will boost international and domestic visitor growth creating a step-change in the industry and spreading the economic benefits of tourism across England.”
The project is being managed by a board chaired by consortium member Ruth Connor, CEO of Marketing Lancashire. Ruth said: “We are thrilled to have secured investment from the Discover England Fund. England’s Historic Cities represents some of the best experiences that England has to offer to international visitors and we can’t wait to bring them to the attention of the US market. The consortium has a strong track record of working together but this is the most ambitious project we have tackled together. We are grateful for the support of our partners and look forward to showing the results of our work.”
Joining the 13 members of England’s Historic Cities for this project are Truro and Worcester and the City of London. The project is also supported by London & Partners, English Heritage and UK Inbound.
London & Partners Chief Operating Officer, Andrew Cooke, said: “London & Partners is delighted to be partnering with England’s Historic Cities’ consortium to promote England’s rich cultural heritage to an international audience. As both the gateway to these cities and a unique reflection of England’s history in its own right, London is central to the visitor experience. We look forward to working with the consortium to help visitors to make the most of London and their onward journeys throughout England.”