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John McCay joins Lincolnshire team on Cycle England Project Board

John McCay has been invited by Visit Lincoln to become a representative for Lincolnshire on the new Cycle England Project Board an initiative led by Welcome to Yorkshire and Visit Lincoln.

The project, which is one of 15 funded by Discover England and led by Visit England, seeks to encourage cycling tourists to visit Lincolnshire and Yorkshire, and specifically targets the Dutch and German markets.

At present, the most established European cycling tourism markets sit in Spain, France and Germany. The aim of the Cycle England Project Board is to bring world-class English cycling tourism products to the international market in order to be competitive in a rapidly growing tourism industry.

Partnering with European tour operators, the project is expected to deliver £11m of economic impact over a 10-year period as enthusiastic cyclists can enjoy tailor-made cycling holidays and breaks.

As an expert in marketing and branding and director of creative design and strategic marketing agency RizkMcCay, John has also been appointed to the satellite board which will focus on marketing and travel trade engagement. In both positions, he will provide his expertise and guidance and work with the team to ensure the foundations are set for the success of the initiative

Speaking about the new initiative and his appointment, keen club cyclist John, said:

“I’m thrilled to have been invited by Visit Lincoln to represent Lincolnshire for this important new initiative which will help promote wellbeing and enrich what Lincoln has to offer on an international level.

“Lincoln has some of the greatest cycle routes in England, so much so that they were used by the Tour of Britain in 2017. I’m looking forward to being part of a project that will position Lincolnshire as a cycling destination.

The project aims to deliver increased visits to the UK by raising the profile of the North of England. John will sit on the board alongside various representatives from throughout Lincolnshire and Yorkshire.

John added: “This new project will encourage people not to just see what Lincolnshire has to offer, but to physically experience it close up. Cyclists who come to England on these breaks will be able to get a real sense of the place as they cycle through the gorgeous Lincolnshire landscape.

“More and more people from all over the world are exploring a broad range of destinations overseas for cycling holidays, so our aim is to put Lincolnshire (and England) firmly on the global cycling destination map.”


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