If there’s one thing we’re good at in South Yorkshire – aside from knowing the acceptable price of a pint and navigating hilly streets without breaking a sweat – it’s underplaying our own brilliance. Sheffielders, in particular, have a well-worn tendency to talk their hometown down, often with a self-deprecating shrug and an “It’s nowt special, but it’s ours” attitude. However, the latest tourism figures suggest it’s high time we started giving ourselves a bit more credit – people are taking notice.
According to data released by the South Yorkshire Local Visitor Economy Partnership, and processed by the Global Tourism's STEAM report, our region welcomed an impressive 36.3 million visits in 2024 – a figure that pumped a record-breaking £3.7 billion into the local economy. That’s not just a bump in numbers; it’s a clear sign that our local charm and culture are striking a chord well beyond the county lines.
Looking a little deeper into the stats, it seems that much of that growth comes from day-trippers, with over 32 million visits made by those popping in – a 5% increase on 2023 and more than 10% up on 2022. But the real cherry on top? The number of overnight stays is rising too, with visitors clocking up 9.4 million nights in local hotels, guest houses and Airbnbs.
And they’re not just here to sleep. They’re eating in our restaurants, exploring our green spaces attending our events and soaking up the cultural credentials of our region – all of which helps support more than 32,000 full-time equivalent jobs.
Sarah McLeod, Chair of the South Yorkshire Local Visitor Economy Partnership, says the figures speak volumes: “The STEAM data is invaluable for us as a partnership and for the wider visitor economy as it clearly highlights the vital role of this sector in South Yorkshire. By working collaboratively, we can drive sustainable growth, ensuring that – now more than ever – we encourage visitors to stay longer and spend more with our local businesses.”
From big-ticket events and Peak District excursions to independent venues and city-centre climbing walls, there’s plenty here that clearly keeps people coming back for more. And for those visiting for the first time, the blend of big-city urban energy and rural beauty strikes a pretty unique chord.
Let’s have it right – when you can spend your morning brunching hard in one of our many independent cafes, your afternoon hiking in the Peaks and your evening getting cosy in a traditional pub or sipping natural wine and sampling small plates in a laidback bar (how about one built into the side of Europe’s largest listed, à la Pearl at Park Hill), it’s not a shabby day out.
The potential ahead is just as exciting. With long-term growth strategies taking shape, fresh investment in regeneration and a shared ambition to boost the region’s profile, there’s plenty to be optimistic about. And crucially, as all of this progress unfolds, we’re keeping hold of the things that made South Yorkshire special in the first place – its warm welcome, proper pubs and social spaces, creative spirit and that timeless appeal of access to the great outdoors.
So perhaps it’s time we dropped the modesty act. Because when it comes to being a top-tier destination, Sheffield is a city on the move – and it’s only going to get better.
