Lincoln has its own tourism body again – and businesses are being encouraged to sign up.

The Visit Lincoln brand is being brought back to encourage more people to see what the city’s retail, hospitality and leisure sectors have to offer.

Destination Lincolnshire, which previously marketed the county’s tourism, collapsed last year amid financial problems.

Businesses can sign up for the new website for free and create their listing, allowing them to share events and participate in marketing campaigns.

Businesses should sign up to avoid missing out, Kate Ellis, the director of major projects at City of Lincoln Council, told the Local Democracy Reporting Service.

“We are calling on visitor economics to register on the website when it launches on Wednesday,” she said.

“There will be a different campaign every week, from favourite independent coffee shops to the best food and drink spots.

“We know times aren’t easy for the visitor economy with people having to choose more carefully how they spend their money.

“This website will really package Lincoln and what the city has to offer.”

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The new approach is being developed by the City of Lincoln Council, working with the Lincoln Business Investment Group, the city’s Chamber of Commerce and Lincoln Independent.

Councillor Joshua Wells, portfolio holder for inclusive economic growth, said: “Lincoln has an incredible visitor offer, from our heritage and culture to our independent businesses, hospitality, and events.

“Visit Lincoln gives us a platform to bring all of that together and promote the city in a much stronger and more coordinated way.

“We want local businesses to be at the heart of this. By working together, we can showcase everything Lincoln has to offer, attract more visitors and ensure the benefits are felt across the whole city.”

The initial 18 months are being funded through the Lincoln Town Deal, after which it’s hoped it will be self-sustaining.

Drop-in events for businesses will be held at Cornhill Market on Wednesday, March 25 and Lincoln Cathedral on Tuesday, March 31.