Rising visitor numbers in Lincoln were estimated to be worth an extra £13m to the city's economy last year, the council has confirmed.
Visitor numbers have increased from 3.4m in 2008 to 4.26m last year, according to City of Lincoln Council.
The authority says visitors were up 40,000 last year compared with 2017, which it estimates is worth millions to city businesses.
Tourism bosses say they made a "conscious effort" last year to encourage visitors to spend more money in local businesses by providing vouchers and other incentives.
But business owners in the Bailgate area of the city, near Lincoln Castle, say they shouldn't be complacent that figures will keep rising.
Quote Message: We are in very challenging times, both within the tourist industry and on the high street. The world is getting smaller, and there's so much more choice now, different destinations. Other destinations are investing in their offer and it's well documented, the challenges on the high street." from Nicola Lockwood Chairman, Bailgate Guild of Businesses