It hasn’t always had the pro昀椀le it deserves, This Destination Management Plan (DMP) but in recent years positive steps have been paves the way for Wake昀椀eld to overcome some taken to grow Wake昀椀eld’s reputation as a of the challenges it faces and make the most of cultural visitor destination. In 2021 the Daily Mail described Wake昀椀eld as ‘The Art and Soul of Yorkshire’ and in 2023, the Guardian hailed it as ‘the UK’s uno昀케cial city of sculpture’. This journey is set to continue as exciting new projects are delivered. Our Year, a 12-month celebration of the district’s creativity and culture, takes place in 2024, the same year Wake昀椀eld Exchange opens as a creative hub and events space, and Phase 2 of Tileyard North will see further workspaces for the creative industries and a boutique hotel start to become a reality. But as the Guardian also identi昀椀ed in its recent write-up, Wake昀椀eld is ‘no oil painting’ and there are challenges around image and appeal and vibrancy of city and town centres.