A BOLD new tourism plan which aims to bring in an extra one million people to the town each year is being launched by Barnsley Council.
In 2024, the latest figures available, there were a total of 3.9 million individual visits which delivered more than £382m in economic benefits to the town.
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.
At next week’s cabinet meeting, councillors will discuss the new destination management plan (DMP) - essentially a blueprint which aims to ensure the town becomes a premier place to visit.
The plan sets out bold ambitions, mainly aiming to bring in 4.8 million unique visitors a year - an extra one million when compared to 2024 - by 2030.
It’s also hoped that overnight stays will be increased, as well as more visitor spending and tourism-related jobs.
The council has set out a number of key themes, including marketing to raise Barnsley’s profile - and the council believe the Yorkshire Rose sculptures in the town centre will add to that.
They are also set to invest in three key areas - the Elsecar-Wentworth cluster, Cannon Hall and Barnsley town centre.
A report states: “The heritage cluster provides a unique opportunity.
“Elsecar Heritage Centre and Wentworth Woodhouse are huge assets, and both are continuing to invest in their visitor offer.
“However, their unfulfilled potential remains huge.
“There are opportunities to tell their joint story and history in a co-ordinated manner and to further develop a quality visitor experience.
“The opening of the Yorkshire Rose sculptures as part of the overall Seam development, is a major opportunity for us.
“It will offer us significant scope to raise our profile and communicate the transformation of the town centre that is already in place and ongoing.
“The rural nature of our borough, particularly in the Penistone area, is an underused and little-known asset.
“If managed correctly, it is one that can positively contribute to our narrative - a surprise that confounds expectations and confronts negative perceptions.”
A steering group led by the private sector will lead the plan with the council, and the Barnsley Visitor Economy Forum will work alongside it.
The plan will roll out in phases, starting with early project development and securing investment, leading to bigger projects from 2028 onwards.
Coun 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.”
