Skegness and east Lincolnshire tourism group set up

East Lindsey District Council said tourism brought in £450m into the area each year

A new organisation has been set up to promote tourism on the east Lincolnshire coast.

The East Lincolnshire Destination Management Organisation (ELDMO) is a partnership between East Lindsey District Council and firms in the area.

The council, which covers Skegness and Mablethorpe, said tourism brought about £450m into the area each year and employed about 8,000 people.

The group will aim to bring new funding into the district.

Chris Baron, ELDMO chairman and resort director of Butlins in Skegness, said the organisation will help to fill the void left after the collapse of the government-funded Visit Lincolnshire tourism body in early 2011.

"Without doubt there has been a significant shift in people's holidaying habits in recent years. People now take more frequent but shorter breaks.

"We can no longer rely on isolated marketing focused purely on a particular product.

"The whole of East Lindsey has to be presented as a single, exciting offer that appeals to different interests."