The Outline of Tourism in Lincolnshire County - Case Study Example

The Outline of Tourism in Lincolnshire County Background of Lincoln Lincolnshire is one of the largest counties in the United Kingdom, being the fourth largest. It is an area that spans 5,921 square kilometres, and Lincoln, one of the towns included in Lincolnshire, has gained much popularity in terms of tourist attractions and investments due to its urban growth (Lincolnshire.gov.uk, 2004). Lincoln is one of the towns that belong to Lincolnshire in the United Kingdom. The population of the area has been said to be 85, 595 for the non-metropolitan district, while the urban area has been said to be comprised of 120,779 inhabitants as of 2001 statistical records (Office for National Statistics, 2001). The county is divided into two, with the River Witham flowing between the two parts, known as namely ‘uphill’ and ‘downhill.’ The northern area, which is the ‘uphill’ area is where the historical part of the county houses. Historical structures belonging to this part of the city include the Lincoln Cathedral, the Lincoln Castle and the Medieval Bishop’s Palace. There are also residential areas in this part of the city. The ‘downhill’ area comprises of the city centre, and the residential houses belonging to this part of the county are less affluent than their uphill counterparts. This divide has been considered to date from the Norman times during the Norman Conquest. At that time, the hilltop was occupied by mostly the military elite as well as the religious elite. Well-known and exclusive organizations belonging to the ‘uphill’ area include the Lincoln Uphill Gardeners’ Club, the Lincoln Backgammon Club and the Lincoln Astronomical Society. It is mainly a historical county, which houses evidence of being inhabited by the Romans, the Normans, the Medievals, the Tudors and the Georgians. That comprises of around 2000 years of history altogether, making the county ideal for educational tourism. In the first century, the county was known as Lindum Colonna by the Romans, and it was in fact the home of Roman legionnaires and their families. Evidence of this is the Newport Arch that the Romans themselves built over Ermine Street (About Britain.com, 2010). The economy of the county is one that depends on commerce, agriculture, public administration and tourism. Previous years show evidence that Lincoln used to be a major industrial area. However, such evidence exists simply in the warehouses that have been left behind, and are now being used to conduct other purposes, such as a broadcasting station. Recently, the county has begun to develop itself into an IT rich economical zone, and this is why a number of companies engaged in e-commerce have decided to establish their offices in Lincoln. It has been believed that the popularity and development of the University of Lincoln has played a role in improving the county’s economy and tourism attraction as well. Tourism in Lincoln The 2001 statistical records have also shown that Lincoln has a total of 30 hotels, boarding houses and guesthouses, and that it also has 81 hostels that cater for the youth. There are also hostels that cater to the homeless and other individuals seeking for cheap accommodations (Office for National Statistics, 2001). A number of accommodations for tourists in the area include the Holiday Inn, the Bail House, the Charlotte House Hotel, the Duke William Inn, the Hillcrest Hotel, the Holiday Inn Express Lincoln City Centre, the Pyewipe, the Washingborough Hall Hotel, the Bentlet Hotel and Leisure Vlub, the Branston Hall Hotel, the Pride of Lincoln, the Ibis Hotel Lincoln, the Travelodge Lincoln Thorpe on the Hill, the Norton Lodge Hotel and Conference Centre and the Martin Court Hotel and Restaurant (AboutBritain.com, 2010). In 2007, there has been a recorded 1.93 million day visits, which was an increase from the number recorded in 2006 which was 1.83 million. In the area, the value of tourism has been considered to be around £140.1 million in 2007, again an improvement from the £112.9 million in 2006. The tourism industry in the area has also served as the livelihood of around 3000 people in a city that has around 55 tourist attractions (North Lincolnshire Council, 2007). One of the main tourism attractions in the area include the Lincoln Cathedral, located in Snow Lincolnshire (The Town Guide, 2001). It has also been one of the most popular tourism attractions in the area, owing to the history behind its construction. It was first built in 1092, and re-built again in 1185 due to an earthquake that destroyed the cathedral. Re-building the structure also included the Lincoln Minster, with its prominent crossing tower and a spire that competed against the Great Pyramids of Egypt, gaining the title of the tallest man-made structure in the world. According to VisitorUk.com (2005), Lincoln Cathedral has been identified to be the third largest cathedral in the country, after St. Paul’s Cathedral located in London and York Minster. According to the Lincoln Accommodation and Tourism Guide (2009), the Lincoln Cathedral has been one of the sites where parts of the popular movie ‘The Da Vinci Code’ was filmed. Lincoln is a town full of rich history, and I feel that this is one of the reasons why it continues to attract tourists from all over the world. For instance, it has been said that the Magna Carta, which is an English legal charter, that was first established in the year 1215. In fact, the Magna Carta has been believed to influence the constitutional law that exists in the United Kingdom today (Sarasin, 2003). Another major tourist attraction includes the Lincoln Castle, considered to be one of the most popular castles in the United Kingdom, built by William the Conqueror in the 11th century. William’s popularity in British history can be traced back to the infamous Battle of Hastings, which took place on October 14 1066, where William was said to defeat Harold Godwinson. This castle has gained its popularity not only because of its historical importance, but also because it has remained to be one of the well preserved castles in the country. After the 11th century, it was even converted into a prison and law court, thereby adding to its rich history. Today, it serves as a museum for the general public. Other areas showcasing the history and culture of Lincoln include the Usher Gallery, which currently houses around 2 million objects for display. Other museums in the town include the Museum of Lincolnshire Life (which showcase collections related to agriculture and industry, in addition to room setting from certain periods, as well as shop settings) and the Sir Joseph Banks Conservatory at the Lawns. A cottage owned by a certain Mrs Smith, aptly known as Mrs Smith’s cottage, has also been turned into a museum in the year 2000, after the passing of its owner. It was built in the middle of the nineteenth century and is one of the area’s attractions as well (Lincoln Accommodation and Tourism Guide, 2009). Another castle is the Norman Castle, also located in Lincoln. This castle was first built in the 11th century, in the year 1068 to be exact, and it was built on the site of a Roman fortress. It has remained to be a top tourist attraction due to the renovation projects undertaken by the local council. Victorian prisons are just one of the main features of this castle, in addition to a Victorian prison chapel. The castle presently houses the Magna Carta, along with other historical and cultural displays (Lincoln-live.co.uk, 2002). The Medieval Bishop’s Palace also counts as one of the popular destinations on the itineraries of tourists who visit the area. It has been commended as one of the destinations in the town with the best architectural structure, being built on hillside terraces and consisting of vineyards and a Contemporary Heritage Garden. In the 12th century, the palace was the home for the bishops who also served as the ‘princes of the church,’ believed to not only hold power over the people, but also wealth. The West Hall, was built by Bishop St. Hugh, is one of the main features of the structure, along with the chapel range and the entrance tower, both of which were built by Bishop William Alnwick in the 15th century (English Heritage, 2010). I have picked the Medieval Bishop’s Palace and its vineyard to be a new tourism attraction. Although the Medieval Bishop’s Palace is already an attraction in itself, I feel that the vineyard can be developed further in order to give way to wine tourism. According to Hall (1996), wine tourists can be categorized into 3 types. The first type are the ‘wine lovers,’ the second are ‘wine interested’ and the third are ‘curious tourists.’ Since there are a number of pubs in the area, I feel that wine tourism has a great potential to attract a significant number of tourists. In fact, Getz (2001) has conducted research on whether wine tourism is feasible in the future and whether it has the potential to be a category of the tourism sector. Based on the results of the study incurred, wine tourism is indeed worth investing in. There are indeed a number of consumers who are looking for opportunities to learn more about the wine industry (Ali Knight & Charters, 1999). The disadvantages to such a proposal would be that further research studies have to be conducted to make sure that wine tourism can be sustainable in Lincoln, in terms of the climate requirements. Other than that, Lincoln being an agricultural town that holds agricultural shows, would be the perfect site for the introduction of wine tourism to the locals and the tourists alike. A study conducted by Charters et al. (2007) sought to find out the perceptions and behaviour of wine tourists. Based on their study, tourists are not simply interested in how wine is produced, but they are also interested in wine tasting itself. In addition to this, they would also appreciate learning about the storage of the wine and pairing the wine with certain food. Thus, wine tourism is clearly an interactive process. Tourists visit wineries not just to learn about the wine but also to see the benefits associated with their experiences as both a wine tourist and a wine consumer. Benefits include the ability to taste and select wine. Overall, the study concluded that increasing consumer knowledge about wine is an advantage to the consumer and the wine industry as a whole. Lincoln has also begun to be a major shopping spot, especially in the retail sector. In fact, such growth has been considered to rival that of Nottingham and Sheffield, both of which are well known as shopping areas as well. Tritton Road is an example of one of the major trading spots in the area, equipped with lots of space for parking. Another addition is the St. Mark’s Square, which comprises of top stores such as Debenhams and BHS. By the next two years, more projects shall be developed, one of them being Lindongate. The said project is said to consist of even more shops, in addition to apartments and a hotel The area is also a good nature spot, and has been considered to be one of the best areas to fish (The Town Guide, 2001). Another example if Brayford Pool, where people can people watch, take boat trips, or dine at nearby restaurants and bars. Trentfield Farm is also a well-known campsite, while Bain Valley Fisheries Caravan Park is popular for both fishing and caravanning, in addition to the Orchard Static and Caravanning Park (AboutBritain.com, 2010). Tourists can also check out events being held at the Engine Shed and the Drill Hall, two of the most popular places where performances are held. Events are also held at the Lincolnshire Showground, which has hosted a number of events ranging from toy and antique fairs, home exhibits, and the annual Lincolnshire Show by the Lincolnshire Agricultural Society. The Swinderby Antiques & Home Show has also received much attention, since it showcases thousands of antiques for sale six times a year. Most of the dealers who join the show are European, and it has been reported that there are over 3000 dealers who join the show and sell their wares. People all over the country and even the world can always check out the show where they may be interested in decor for their home and garden (Lincoln Tourism Accommodation and Tourism Guide, 2009). Considering the history surrounding Lincoln, I feel that the county has tremendous potential for educational tourism. Tourists interested in archaeological artefacts and British culture in general can have their fill at the number of historical structures described and the number of museums that are available to see. The University of Lincoln has gained success since it was first established, and the flourishing education and development in the area has considerably improved the county’s economy. Other schools in the county include the Bishop Grosseteste University College and the Lincoln Art College.However, the largest educational institution in the county is Lincoln College. I feel that as long as the local authorities continue to promote the area and market it to foreign investors, tourism in the county would further improve as a result. Plans of developing the broadband infrastructure in the area could also make Lincoln a top tourism spot for businessmen and students alike, since they can easily gain access to the Internet. Of course, such an infrastructure would also be of great benefit for the local community (Lincolnshire.gov.uk, 2004). Recently, Lincoln has embarked on a regeneration programme, a collaboration with the University of Lincoln. Just last year, tourists from various areas, especially the West Midlands were given a tour of the Think Tank, Lincoln’s new project for the development of new business infrastructure. The complex is believed to cost around £7.1 million and it offers a total of 21 offices and nine workspaces (Lava, 2009). I feel that a relationship between the academic institutions of Lincoln and the business industry combines both education and business to offer something to the tourist. The council can market Lincoln to be an area that not only offers top educational experience but also work opportunities for those interested. Tourists mainly visit the area for heritage tourism where they can learn more about the history behind the city. However, the local council can develop their infrastructure more in order to give the tourists somewhere new to visit. The University of Lincoln for instance, can be developed further to house better equipment and facilities that can make it a place for tourists to visit as well. Businessmen looking for a new site where they can construct their offices and hold business would do well to consider touring Lincoln as a site that holds the potential they are looking for. A tour of the educational infrastructure in the area would also be beneficial since businesses can collaborate with the research and development team of an educational institution such as the University of Lincoln to fulfil their business objectives. The only disadvantage that I can see is if the University is able to come up to the expectations of the business industry that is collaborating with them already and will collaborate with them in the future. However, it seems that the Local Council is ready to address such an issue given the financial returns that tourism has brought to the city. Conclusion As an Assistant Tourism Officer, I have provided a report regarding the tourism potential of Lincoln as a city belonging to Lincolnshire. Clearly, there are several tourist attractions in the area, some of which date way back to 2000 years ago from the time of the Roman empire. For this report however, I have picked the development of wine tourism and education tourism to be the ‘new’ tourist attractions in the area, with the help of the efforts of the Local Council. Wine tourism has gained immense popularity in other parts of the world, and given that there is a vineyard in the vicinity of the Medieval Bishops’ Palace, it can be developed to actually attract more tourists in the area. Research studies regarding the topic has shown that there is a great potential for wine tourism to gain popularity in the tourism industry, especially in a city like Lincoln that houses a number of pubs, has a number of accommodations and attracts several day visits. The success of the University of Lincoln has also shown that it is capable of collaborating with the business industry to produce new projects. As a result, I feel that Lincoln has great potential to attract tourists to see the facilities and infrastructure of the University, and the main target market for such a project could be the businessmen who are looking for a site for their business operations. Students looking to study in this part of the United Kingdom can also tour the University of Lincoln for their educational needs, where they can see if they would consider the University as a choice for continuing their studies. References AboutBritain.com (2010) Lincoln tourist information. Retrieved on January 11 2010 from http://www.aboutbritain.com/towns/lincoln.asp Ali-Knight, J. and Charters, S. (1999) Education in a West Australian wine tourism context, International Journal of Wine Marketing, Vol. 11, pp. 7-18. English Heritage (2010) Lincoln Medieval Bishops’ Palace, Emergency Information. Retrieved on January 11 2010 from http://www.english-heritage.org.uk/server/show/nav.11756 Getz, D. (2001) Explore wine tourism management, Cognizant Communications Corporation, New York. Lava (2009) Lincoln’s regeneration attracts West Midlands visitors. Retrieved on January 11 2010 from http://www.lavapr.co.uk/press-releases/think-tank/lincoln%E2%80%99s-regeneration-attracts-west-midlands-visitors/ Lincoln Accommodation and Tourism Guide (2009) A site that concentrates on Lincoln City and its immediate attractions. Retrieved on January 11 2010 from http://www.lincolntourism.co.uk/ Lincoln-live.co.uk (2002) The historic city of Lincoln. Retrieved on January 11 2010 from http://www.lincoln-live.co.uk/ Lincolnshire.gov.uk (2004) Invest Lincolnshire: Making the broadband connection. Retrieved on January 9 2010 from http://www.lincolnshire.gov.uk/upload/public/attachments/525/1420EstgrowthCor.pdf Office for National Statistics (2001) Neighbourhood statistics. Retrieved on January 11 2010 from http://www.neighbourhood.statistics.gov.uk/dissemination/LeadTableView.do?a=7&b=277039&c=lincoln&d=13&e=2&g=467793&i=1001x1003x1004&m=0&r=1&s=1263147469593&enc=1&dsFamilyId=181 North Lincolnshire Council (2007) North Lincolnshire tourism figures released for British Tourism Week. Retrieved on January 11 2010 from http://www.northlincs.gov.uk/NorthLincs/News/PressReleases/PreviousPressReleases/March2008/NorthLincolnshireTourismFiguresReleased.htm Sarasin, R. (2003). Remarks on the Magna Carta, The United States Capitol Historical Society. Retrieved on January 11 2010 from http://uschscapitolhistory.uschs.org/articles/uschs_articles-08.htm Sarasin, R. (2003). Remarks on the Magna Carta, The United States Capitol Historical Society. Retrieved on January 11 2010 from http://uschscapitolhistory.uschs.org/articles/uschs_articles-08.htm VisitorUk.net (2005) Town profile of Lincoln, Welcome to Lincoln. Retrieved on January 9 2010 from http://www.lincolnuk.net/town_profile.php?f=Lincoln Read More