Visitor Economy 

The visitor economy sector in Greater Lincolnshire is rich and varied, with high-quality provision encompassing city, coastal and countryside destinations. Over 50 miles of glorious coastline are celebrated, as well as an area of outstanding natural beauty and hundreds of visitor attractions.

Greater Lincolnshire’s visitor economy is currently estimated to be worth over £2.39bn per annum, supporting at least 30,000 full time equivalent jobs, and post-pandemic, the future growth potential both short- and long-term looks very promising.

Home to the Lincoln Cathedral, Lincoln Castle, the Red Arrows and the Lincolnshire Wolds, as well as the vibrant coastal resorts of Cleethorpes, Mablethorpe and Skegness – the UK’s fourth most popular holiday resort – the area has a rich heritage, cultural and leisure offer.

The GAIN projects support for the visitor economy sector is varied, assisting with everything from marketing, growth strategy, accountancy issues, human resources, as well as streamlining systems and procedures, with a diversity of clients ranging from petting zoos to heritage landmarks. The challenges facing the sector post-pandemic are certainly some of the toughest in living memory, but the sector is poised to rise to new heights, particularly with the prospect of a large increase in the domestic market for “Staycations”.

Steve Rusling E-Factor Business Advisor

Steve Rusling
Business Advisor for Visitor Economy


“My role at E-Factor is the specialist GAIN Visitor Economy Business Advisor. I have over 20 years’ experience within the sector across the UK and beyond, specialising in digital as well as traditional marketing and communications, sales, management and business development. Throughout my career I have also managed and produced many varied and exciting events working alongside world class entertainers, singers and comedians.

At E-Factor, I assist clients with their needs on a one-to-one basis, navigating business challenges and helping to find short, medium and long-term solutions through action planning and goal setting. The Visitor Economy has been one of the hardest hit sectors during the pandemic and I am here to help entrepreneurs and business owners address and overcome the challenges they are facing.

I have a genuine passion and enthusiasm for Northern Lincolnshire and relish any opportunity to work with ambitious local entrepreneurs and help them fulfil their vision and achieve their full potential.”


Hazel Wheatley
Director of Hirst Priory 

“I was introduced to Rob Marklew six months ago whilst working with E-Factor on marketing strategy for Hirst Priory. I immediately had a connection with Rob due to his background knowledge in the hospitality sector, and he quickly identified how he could assist my progression. Rob sent me through numerous contacts and details of grant programmes he felt appropriate to our needs. As a result, I have made some valuable business connections and received a Kickstarter recovery grant for a virtual tour video production. Rob keeps in touch and is always on hand to discuss any of my questions, and provides helpful advice and guidance. I couldn’t recommend him more and am so grateful to him, this opportunity through E-Factor has turned my company around. Thank you, Rob.”

Emma Jacklin
Director of The Little Cleaning Co

“I reached out to Rob and the E-Factor team last year, and he honestly couldn’t have done more in providing up-to-date advice and guidance, effectively helping me turn the company around. He has also helped with workforce development for my company and supported a Kickstart scheme application through E-Factor.”

Alex Scales
Director of Two Spotty Dogs

“Being in retail isn’t the easiest of jobs at the best of times, but during the pandemic & being told we are ‘non-essential’, it was even more difficult and quite scary. However, the advice received from E-Factor helped enormously. From support on funding, points of law to a friendly encouraging chat has contributed to me now being in a position to re-open confidently in April. they are the ‘go to ‘for business advice, I am so appreciative of the help I get from them.”