A benchmark customer service programme has been launched for staff working in tourism and hospitality businesses in Skegness.
World Host training courses are being offered free of charge to seafront based businesses with cash provided through the European Social Fund.
Intital funding is in place for 400 training places.
The training programme is being rolled out by the Skegness Partnership, Skegness Town Council and Skegness East Coast and Wolds Hospitality Association.
A globally recognised brand, World Host was training provider for the London Olympics.
The ultimate aim is to secure World Host destination status, a quality mark awarded if 25 per cent of relevant businesses train 50 per cent or more of front-line staff.
Town manager Lisa Collins said: “This is really important to inspire confidence in the services we offer and attract new visitors to the town, assured of a high level of customer service. The training programme provides front-line teams with the skills, confidence and behaviours to create a great first impression, provide an excellent welcome and experience as well as improve customer retention, loyalty and revenue.”