Welcome to Yorkshire
News • August 28th, 2026
|As the August Bank Holiday approaches, new research from Wakefield Council's tourism team, Experience Wakefield, indicates a shift in how Brits prefer to spend their leisure time. The study shows that many are opting for quieter, more meaningful experiences rather than heading to crowded tourist hotspots. This is particularly relevant as families and friends look to enjoy the last days of summer together.
Shift Towards Quieter Destinations
According to the research, nearly six in ten people (59%) would choose a lesser-known destination with space to explore over a crowded tourist attraction. This preference grows even stronger in Yorkshire and the Humber, with 62% of locals favouring a calmer environment for their outings. The findings reflect a growing desire for more authentic and rewarding experiences while travelling.
When asked about their priorities for days out and short breaks, respondents highlighted several key factors:
Spending quality time with family and friends: 45%
Relaxation and recharging: 40%
Enjoying the outdoors: 35%
Taking a break from screens: 20%
What Attracts Visitors?
The survey also revealed what people are looking for when choosing where to visit in the UK. Alongside the need for good value for money (46%), attractive natural surroundings (37%) and opportunities for peace and quiet (37%) were cited as major factors influencing destination choice. This suggests that places offering cultural experiences without the crowds stand to benefit significantly, particularly areas like the Wakefield district, known as the UK's Capital of Sculpture.
The Role of Outdoor Art and Sculpture
Outdoor art and sculpture play a significant role in attracting visitors. More than a third of respondents (36%) mentioned that outdoor art encourages them to explore areas they might otherwise overlook. Additionally, 25% said they would spend longer in a destination because of the presence of outdoor art. This highlights how art can inspire curiosity and enhance the overall experience of a visit.
Respondents noted emotional benefits as well, with nearly a quarter (24%) stating that outdoor art made them slow down and notice their surroundings. About one in five felt that it improved their mood (22%) or helped them relax (20%). These insights underline the positive impact that cultural experiences can have on well-being.
Perceptions of Cultural Heritage
Despite the region's rich sculptural heritage, there seems to be a disconnect in public perceptions regarding where art and culture are associated. While 33% of people associate sculptures primarily with London, only 5% connect it with Yorkshire and the Humber. However, over a quarter (27%) of residents in the region recognise its connection to sculpture, suggesting there is an opportunity to raise awareness about the cultural offerings available in Yorkshire.
On these findings, Cllr Lukasz Borcz, Cabinet Member for Culture and Sport, commented:
“The way people travel is changing. Visitors are increasingly looking for experiences that offer value for money, help them slow down, discover something new, and spend meaningful time with the people around them.”
He emphasised that the Wakefield district, with its combination of world-class art, culture, beautiful landscapes, and welcoming communities, is well-positioned to meet this demand.
Encouraging Exploration
Dr Alexandra Hodby, Head of Programmes from Yorkshire Sculpture Park, added that “sculpture has a distinctive ability to connect people with places.” She explained that art in a landscape encourages people to pause, explore, and experience their surroundings differently. This connection can lead to a deeper understanding of both the location and oneself.
The research, conducted by Censuswide among a sample of 2,000 UK adults aged 18 and over between 12-14 August 2026, highlights the changing landscape of leisure activities in the UK. The focus is shifting towards destinations that offer meaningful cultural experiences away from the crowds. The Wakefield district, with its rich artistic heritage, stands out as an excellent choice for those looking to explore something new and enriching.
