Lincolnshire's acute shortage of hotel bedrooms makes it unable to meet rising visitor demand, according to a new report by Hotel Futures Study.
The council-commissioned study found that many of the annual 21 million visitors to Lincolnshire - the UK's fourth-largest county - were forced to stay in neighbouring Nottinghamshire and South Yorkshire.
Lincolnshire has no five-star, boutique or country-house hotels and also needs more three-star and budget properties.
Business and conference organisers seeking more than 150 bedrooms can find no single hotel to accommodate them.
Investment and marketing manager Shelagh Coates said the council was seeking developers to "capitalise on this huge, wasted opportunity".
The report highlighted an urgent need for boutique hotels in Lincoln, Stamford and Boston as well as the need for a large budget hotel and a three-star star hotel in Lincoln.
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