South Yorkshire Tourism Continues Strong Growth with £4 billion Economic Impact

South Yorkshire’s visitor economy has reached a significant milestone, generating £4.0 billion for the local economy in 2025 and supporting 32,800 jobs across the region.

The latest figures show continued growth in visitor numbers, visitor spending and employment, underlining the strength and resilience of South Yorkshire’s tourism sector.

An estimated 38.3 million visits were made to South Yorkshire during the year, including 34.4-million-day visits. Day visitors accounted for 80% of the region’s total visitor economy impact, an increase of 6.4% compared with the previous year.

The accommodation sector continues to evolve, with growth in non-serviced accommodation such as self-catering properties and short-term lets. While overnight stays fell slightly by 0.7%, this reflects wider national trends as visitors increasingly seek flexible and affordable travel options amid ongoing cost-of-living pressures.

The figures, commissioned by the South Yorkshire Local Visitor Economy Partnership (SYLVEP) and produced using Global Tourism Solutions’ STEAM model, also show that visitor spending supports 32,788 full-time equivalent jobs, highlighting tourism’s importance as a key economic sector for the region.

The announcement comes as South Yorkshire prepares to welcome visitors for a packed programme of major events in the months ahead. Hotels, restaurants, bars, attractions and local businesses across the region are expected to benefit from increased visitor spending, with many visitors discovering South Yorkshire’s cities, towns and attractions for the first time.

Key highlights include major cultural festivals such as the Children’s Media Conference (7–9 July) and Crossed Wires (2–5 July), alongside the 250th anniversary of the St Leger Festival at Doncaster Racecourse in September. Together, these events play a vital role in highlighting the region’s creativity and strengthening its visitor economy offer.

This sits alongside a strong pipeline of world-class sporting and major events, including the long-term extension of the World Snooker Championship in Sheffield through to 2045. Looking ahead, the region is also preparing to welcome the Tour de France Femmes avec Zwift on 31 July next year, further reinforcing South Yorkshire’s position as a destination for internationally significant events.

The region has also seen significant recent investment in its tourism infrastructure. Elsecar Heritage Centre reopened following major capital and building works, with a refreshed events programme getting underway from August. At Rother Valley Country Park, the new £8m Waterfront development has recently opened, delivering a lakeside café, event space, improved public realm, enhanced play facilities and upgraded parking provision.

Improved sustainable access has also been delivered through the opening of the new £10m tram stop at Magna Science Adventure Centre, a key addition to the Sheffield–Rotherham tram-train corridor. The development includes Park & Ride facilities and step-free access, significantly improving connectivity to Magna and the wider Lower Don Valley.

Looking ahead, Yorkshire Wildlife Park will introduce a brand-new species to Doncaster as it welcomes a colony of penguins to an exciting new habitat opening in summer 2026. Featuring underwater and above-water glass viewing areas, the development will provide a spectacular new visitor experience while reinforcing the park’s reputation for conservation and adding to its year-round appeal.

Sarah McLeod, Chair of the South Yorkshire Local Visitor Economy Partnership, said:

“South Yorkshire’s visitor economy is stronger than ever, generating more than £4 billion and supporting over 32,800 jobs. Visitor numbers and spending continue to rise, with more people choosing to visit the region than before.

While hotel stays have eased slightly in line with national trends, demand remains strong and is increasingly reflected in growth across day visits and self-catering accommodation. These figures show a resilient, evolving visitor economy that is adapting to changing travel habits and is well placed for continued growth.”

South Yorkshire’s Mayor Oliver Coppard added:

“We know South Yorkshire is just a brilliant place to be – full of character and creativity you won’t find anywhere else.

What’s really exciting is seeing more and more people coming here and falling in love with it the way we already do. From big festivals and sporting moments to our music, our industrial heritage, our parks and countryside, or the incredible things happening in our towns and cities.

We’re working hard to make it even easier for people to get around and experience everything we have to offer. And we’re supporting the venues, artists and communities who give South Yorkshire our independent spirit.

Whether you’ve been before or not, I’d just say come and take a bit of time to explore South Yorkshire. It’s our home, and it’s a pretty special place.”

The South Yorkshire Local Visitor Economy Partnership (SYLVEP) brings together Barnsley Council, City of Doncaster Council, Rotherham Metropolitan Borough Council, Sheffield City Council, the South Yorkshire Mayoral Combined Authority and private sector partners to drive growth in the region’s visitor economy through shared priorities and collaborative action.