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New Destination Management Plan aims to put Barnsley on the map as a top visitor destination
Barnsley’s new Destination Management Plan (DMP), a blueprint to grow the town as a premier place to visit, will go to Cabinet for approval on Wednesday 21 January 2026.
The DMP sets out how we’ll work with partners and businesses to boost Barnsley’s visitor economy over the next five years. The plan highlights our recent achievements, like the transformation of The Glass Works and the town centre, and sets out a clear vision to attract more visitors, support local jobs and celebrate what makes Barnsley special.
Barnsley’s visitor economy is already delivering significant economic and wellbeing benefits. Tourism delivered over £382 million in economic benefits for Barnsley in 2024, with a total of 3.9 million individual visits contributing to the thriving visitor economy. Visitors staying overnight contributed an estimated 1.3 million nights in local accommodation, further supporting local businesses and communities. Visitor activity also supports over 3,372 full-time equivalent jobs in Barnsley. The DMP will help us build on these fantastic strengths.
Key themes of the plan include:
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Awareness and appeal: We’ll continue marketing to raise Barnsley’s profile, using new events, landmarks like the Yorkshire Rose Sculptures, and utilising our digital offer to show the best of our borough.
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Product and places: We’ll invest in our visitor hotspots, including Elsecar-Wentworth, Cannon Hall and Barnsley Town Centre, to offer even more reasons to visit and stay longer. We’ll work with well-established visitor destinations such as Cannon Hall Farm and Barnsley Metrodome.
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Visitor economy management: We’re committed to making Barnsley welcoming and accessible for all. The plan includes better travel options and a focus on partnership working.
The plan sets bold ambitions. By 2030, we’re aiming to welcome 4.8 million unique visitors a year (up from 3.9 million in 2024), increase overnight stays, grow visitor spending, and support tourism-related jobs.
Developed with input from local businesses, venues, and regional partners, the DMP makes clear that everyone has a role to play. A steering group led by the private sector will lead the plan with the council, and the Barnsley Visitor Economy Forum will work alongside us. The plan will roll out in phases, starting with early project development and securing investment, leading to bigger projects from 2028 onwards.
Councillor Robin Franklin, Cabinet Spokesperson for Regeneration and Culture, said: “Tourism contributes significantly to Barnsley’s economy, and provides amazing destinations for residents and visitors to enjoy. The Destination Management Plan will help us continue to put Barnsley firmly on the map as a great place for people to visit, stay and enjoy, while supporting local jobs and businesses. We’re proud of how far we’ve come, but we’re even more excited for what’s ahead. By working together with our partners, we’re creating the conditions for a thriving visitor economy.”
Johnathan da Rosa, chair of Barnsley’s Visitor Economy Steering Group, added: “The private sector is excited to help lead the way with this ambitious plan. By working in true partnership with our public sector colleagues, we can make sure Barnsley’s visitor offer reaches its full potential, benefiting businesses, residents, and all who come to experience our town.”
With major events like the unveiling of the Yorkshire Rose Sculptures in 2026 and ongoing investment in our attractions, Barnsley is set for an exciting future. The Destination Management Plan is our roadmap to building a borough that’s vibrant, welcoming and ready to be discovered by even more people.
