Invest SK's Discover South Kesteven visitor economy team has worked with the Directors of Oldrids and Downtown to create a new information distribution point likely to reach thousands of people every year.
New district visitor guides are already flying off the information racks next to the popular first floor garden centre restaurant, with huge images illustrating the district.
Visitors can also find leaflets from a host of local attractions and watch a video promoting the district on behalf of South Kesteven District Council.
For SKDC, Cabinet member for retail and visitor economy Cllr Nick Robins said: "This new facility creates an exceptional shop window showing off the best of South Kesteven to both residents and passing visitors alike.
"It's an outstanding location for an information point. Many visitors are quite unaware of the beautiful, diverse and welcoming offer across South Kesteven, with some of this country's finest heritage, great pubs, delicious food and great places to walk, cycle, play or just relax.
"The value of the visitor economy to us cannot be overstated. South Kesteven attracts 3.5m visitors every year, which is worth a staggering £174m in terms of spend and provides around 2,500 jobs."
Oldrids and Downtown Managing Director Richard Broadhead said: "It is well known that our visitors come from far and wide.
"With the impetus, enthusiasm and investment that South Kesteven is now putting into the visitor economy, we felt that it was the perfect time to create a suitable promotional space, which we are delighted to do. The new 2019 visitor guide is going out of the racks almost as fast as we can fill them."
Caption: From left: Oldrids and Downtown Property Director Steve Goulder, Retail Operations Director Marcus Meadows, Finance Director Peter Isaac and Managing Director Richard Broadhead, with InvestSK Head of Visitor Economy Andrew Norman and Visitor Economy Officer Ginny Beckett.