Hoteliers are rushing to splash millions of pounds on creating hundreds of new bedrooms and scores of extra hospitality jobs in Lincoln.
While construction workers forge ahead with the new Holiday Inn Express, developers are pushing planners to give the green light to a string of further exciting hotel projects.
And existing hoteliers - determined not to miss out on extra business in tough times - are also spending big to make their venues more guest-friendly.
Holiday Inn Express general manager Darren Spencer-Phillips said the hotel off Tritton Road is filling a gap in the market as Lincoln's economy grows.
At the same time, Manorcrest/British Waterways wants put up a £10m, 97-bed hotel on Brayford Wharf North, and the city's other Holiday Inn, wants to add another 50 rooms.
The Lincolnshire Agricultural Society is looking to lease part of its 270-acre site north of Lincoln to a potential hotel developer.
And Hull-based Quintor (UK) Ltd has permission to build a 120-bed hotel at Burton Waters.
Lincoln City Council development control manager Paul Seddon said: "The Manorcrest Hotel has been approved by the planning committee.
"We are close to finalising planning legal agreements related to that. We expect to issue permission within the next few weeks.
"With regard to the 97-bedroomed Holiday Inn, which wants to expand, we are negotiating over improvements to that scheme. If it has to go back to committee, that could happen in September or October."
Meanwhile, the Lincoln and White Hart hotels are not resting on their laurels.
A revamp of rooms is under way at the Lincoln Hotel and White Hart general manager Bryan Williams expects £250,000 to £500,000 to be spent on doing up its rooms next year.
There are six officially-rated hotels in Lincoln - the White Hart, Holiday Inn, Lincoln, Hillcrest, Castle and Tower.
Last year hotel occupancy county-wide hit 88 per cent.
Tourism generates £868m for Lincolnshire and provides an estimated 16,500 jobs.
In 2006, 16.7m people visited the county and 13.5m came for day. It is hoping more hotel choice will encourage people to stay longer and spend more in our shops.
Lincolnshire Tourism chief executive Penny Baker said: "Finding accommodation in Lincoln is extremely hard. The Old Bakery Restaurant with rooms, was fully booked for this year's Lincoln Christmas Market before the 2007 one took place.
"Graduations, business trips, special occasions and events such as Midsummer Magic and the Christmas Market all stretch the accommodation stock.
"When you consider the recent additions to city attractions - the Engine Shed, Epic Centre and renovated Drill Hall, coupled with extensions to the university, the planned hotels will be welcome additions."
Lincoln Big events and promotions manager Michael Armstrong said: "The new Holiday Inn Express will bring more than 110 extra bedrooms to the city. This and other developments will be of tremendous benefit to Lincoln."
Source: Lincolnshire Echo
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