The outdoors industry is about more than ‘harnessing economic potential’ and in developing the city’s future strategy our vision can be cultural as well as economic.

Sheffield: The Outdoor City website was recently launched to promote Sheffield as the UK’s leading destination for people seeking outdoor adventure, city culture, and rural escapes. It is written by a range of contributors from Sheffield’s outdoors communities on the themes of Run, Walk, Climb, and Ride.

As I wrote my contribution to The Outdoor City I didn’t initially realise that it is part of a strategy launched by Creative Sheffield and Marketing Sheffield (parts of Sheffield City Council) to rebrand and revitalise Sheffield’s outdoors industry. Continue reading →