Barnsley & Rotherham

Working with Blue Chip Tourism, CTConsults explored how Barnsley and Rotherham could work together to create a more coherent and sustainable visitor destination centred on the shared heritage of Wentworth and Elsecar. The challenge was to develop a cross-boundary approach that strengthened destination management while complementing the wider South Yorkshire visitor offer.

Our feasibility study combined product mapping, visitor market analysis, destination connectivity, stakeholder engagement and governance review to understand the area's potential as a distinctive cultural heritage destination. Rather than focusing solely on individual projects, the process brought partners together to develop a shared vision for long-term collaboration and growth.

The study set out practical recommendations for branding, governance and phased destination development, creating a roadmap for coordinated investment and delivery. It has since informed major capital projects, with partners commissioning destination branding, product development, interpretation, content and marketing programmes that work together to maximise the area's cultural, heritage and tourism potential.