Stonehenge is one of the world’s most iconic heritage sites, receiving millions of visitors each year. The 2013 Visitor Centre improved the experience, but by 2016 capacity had been exceeded and new pressures emerged. English Heritage sought a long-term plan to maintain both conservation and visitor excellence.
Our Role
We were appointed to produce a ten-year Masterplan. Over six months we combined rigorous trading reviews, capacity modelling and visitor journey analysis with sector benchmarking and stakeholder consultation. The result was a practical investment plan designed to improve welcome, manage demand and define what a world-class experience at Stonehenge should feel like.
Outcomes
The phased strategy safeguarded admissions while unlocking future opportunities. Its principles remain relevant post-Covid, with some recommendations already advanced, including new educational facilities. The Masterplan continues to guide investment, ensuring Stonehenge retains its unique sense of awe while adapting to contemporary visitor expectations.
