West Lindsay District Council is to join forces with neighbouring authorities in a new initiative to promote the Lincolnshire Wolds as a top tourist destination.
The multi-agency approach has been revealed by Councillor Adam Grist, portfolio holder for market towns and the rural economy at East Lindsey District Council.
Coun Grist confirmed WLDC, ELDC and North East Lincolnshire Council had previously worked independently to promote tourism.
The Wolds – described by some as England’s best kept secret – are a feature in all three authorities.
Coun Grist said that since taking over his portfolio last year, he had been keen to involve neighbouring councils.
Speaking at a meeting of Horncastle Town Council, he indicated WLDC and NE Lincs had backed the idea.
He said: “We (ELDC) have worked very hard to promote the Wolds as a tourism destination.
“However, that has always been done in isolation of West Lindsey and NE Lincs.
“They are supportive of working together and a combined approach could be very beneficial.”
Coun Grist told the meeting that councils were keen to explore any avenue which would boost tourism.
He admitted many initiatives drawn up by ELDC had tended to focus on coastal resorts like Skegness.
He stressed the Wolds – and market towns like Horncastle, Louth and Market Rasen – had a lot to offer visitors.
Horncastle town and district councillor Fiona Martin specifically asked Coun Grist about any plans to improve inland markets.
She said Horncastle’s Saturday market was now often reduced to as few as five or six stalls.
Coun Grist said other markets – including Spilsby and Louth – were also struggling to attract traders.
He said ELDC was conducting a review of all market operations. He added ELDC was keen to learn from other areas of the country where markets had taken on a new lease of life.
Coun Grist said: “Markets are important. We want to try and come up with ways we can support them.”
l ELDC has indicated markets are one area of responsibility that could be handed to town councils after cutbacks in Government funding.