A popular holiday park near Louth has scooped an award that is recognised as one of the biggest accolades in UK tourism.

Don Amott’s Lakeside Park, which is set within serene countryside, has been handed a coveted VisitEngland ROSE award for 2026.

VisitEngland (VE) is the national tourist board for the country, responsible for marketing England to domestic and established overseas markets and for improving the nation’s tourism product.

And ROSE, which stands for Recognition Of Service Excellence, is awarded after independent, unannounced inspections by a VisitEngland assessor.

Richard Bestwick, managing director of Don Amott's Lakeside Park, receives the prestigious award, flanked by his wife Laura (right) and Lady Victoria Borwick, chair of VisitEngland. (PHOTO BY: Kit Fanner, of On Location Events)

placeholder image — Richard Bestwick, managing director of Don Amott's Lakeside Park, receives the prestigious award, flanked by his wife Laura (right) and Lady Victoria Borwick, chair of VisitEngland. (PHOTO BY: Kit Fanner, of On Location Events)

Only 100 are handed out each year, rewarding the best customer-experience and celebrating the owners, management and employees who deliver top-class service and the warmest of welcomes for holidaymakers and visitors.

In 2026, Lakeside Park achieved a superb assessment score of 97 per cent to maintain its five-star gold rating.

Owned and run by the Amott family for 40 years, the venue prides itself on its “drive for perfection, sustainability and accessibility”.

Managing director Richard Bestwick, who dedicated the award to his team, said: “We have an army of great people to bring our vision to life and make it happen.

"Much as we glory in the 97 per cent grading from VisitEngland, it’s the missing three per cent that gives us a sharp focus.

"It shows the small margins where we can improve, making the difference between average and excellent.”

Lakeside, at the heart of which sits a seven-acre freshwater fishing lake, offers a variety of holiday homes and lodges and is regarded as “a tranquil escape for nature-lovers, with scenic views and meticulously maintained landscapes”.

VisitEngland assessor Tom Bloomer said in his report that the gold ROSE award for Lakeside was “extremely well deserved”, observing that investments had been made to improve and maintain the quality standards throughout the park.

The report went on: “The team demonstrates a strong commitment and attention to detail. Its hard work and dedication ensures this tranquil park maintains excellent presentation, supported by high-quality facilities and a wide range of activities.”

Tourism is one of England’s largest and most valuable industries, boosting economic stability and growth, which are particularly important to the east coast of Lincolnshire.