With the latest visitor numbers showing Skegness welcomed 4.2 million holidaymakers in 2013, moves are being made to further boost tourism in the town.
A series of initiatives are underway in a bid to improve visitor experience, widen the appeal of the seaside resort and extend the holiday season.
The Skegness Partnership is working with local businesses to ensure the area stays among Britain’s top ranked tourist destinations.
Set up five years ago, the group has a new management board and working groups with links to local business and community groups.
Town manager Lisa Collins is employed by East Lindsey District Council to work on behalf of the partnership.
She has organised the new Skegness Ambassador programme providing trained volunteers to act as champions for the town.
The team will be working throughout the summer to welcome visitors and provide expert information and advice.
After completing a training programme the ambassadors will be on hand for the first time at this month’s SO Festival.
The Skegness Partnership has also taken on responsibilty for Skegness Illuminations switch on ceremony and will be holding a coastal family fun day in September. The town is also entering East Midlands in Bloom for the first time in several years with judging taking place in July.
Lisa said: “What we have done with our new board is re-branded and refocused our priorities and given it some strategic objectives that maybe it did not have previously.
She added: “We look set for a very good summer and what we want to do is extend the season. Hopefully the new all weather attractions such as the Skegness Aquarium will only help with that.
“There are a lot of groups working together now and that is really encouraging for the future.”
The Skegness Partnership has been re-branded with a new blue and gold logo and a new website is due to go live next month.
The group’s secretary Judy Chapman is organising The Skegness Business Awards, which will take place for the first time this year.
She said: “All resorts need to constantly refresh and develop new attractions like the Skegness Aquarium to keep making the holiday experience more memorable.”