The town of Grimsby is located in an isolated region of North East Lincolnshire. Public transport services to and from Grimsby are operated by National Express and Stagecoach, with most services terminating at the Riverhead Bus Station beside Freshney Place Shopping Centre in central Grimsby. National Express offers services from London and Birmingham to the south and from Hull and Newcastle to the north. Local services were in the past operated by a number of different operators, but were merged under the Stagecoach brand in 2012. Visitors travelling to the region from other areas along the east coast of England can make use of the hourly service to Grimsby and on to Cleethorpes operated as the Humber Flyer. The Humber Flyer express service begins its journey in Hull and stops at Humber Airport and Laceby before arriving in Grimsby.
Located at the heart of the Humber Estuary, where the river Humber meets the North Sea, Grimsby has a long history that dating back to the invasion of the Nordic Vikings. In the 19th and 20th centuries the town became an important port and fishing settlement, which is depicted in the National Fishing Museum located on the docks. A recent regeneration of the centre of the town has led to the development of a number of new shops and restaurants.