About

Summary

Acorn Tourism was commissioned to assess market demand and development options for the Garrowby Estate and the revitalisation of Broadholme Farm buildings, to identify development opportunities against policy, market trends and local supply. 

Our Approach

Acorn Tourism undertook a comprehensive strategic review of national, regional and local tourism, planning, rural and economic strategies to establish the policy framework for development, with a particular focus on sustainability, reuse of heritage assets, accessibility, landscape protection and rural enterprise.

This was followed by an area and market assessment covering population catchments, transport connectivity, the wider tourism offer in East Yorkshire and neighbouring destinations, and performance of the visitor economy. The analysis considered accommodation supply, including short-term rentals, and the influence of nearby major attractions, providing a robust evidence base for understanding demand and access constraints.

The final stage combined market segmentation and competitive analysis. Priority visitor groups were profiled and assessed against current domestic tourism trends, and the local and regional supply of activities, equestrian facilities, event venues. Accommodation was reviewed to identify gaps that directly informed realistic development options for Broadholme.

Outcome 

The study identified a clear direction focused on higher-value staying markets and flexible, experience-led development. Three options were recommended for further consideration and all options aligned directly with identified gaps in accommodation, activity, events and wellness provision while supporting sustainable rural diversification and growth of the local visitor economy.