Posted on Thursday 15th January 2026
Tilley Bancroft, Arthur Barnard and Hayley Coles with 'Staffy' at The Big Tourism Conference at Uttoxeter Racecourse
A new visitor mascot for Staffordshire and Stoke-on-Trent has been launched at a major tourism conference at Uttoxeter Racecourse today.
The Staffordshire and Stoke-on-Trent Visitor Economy Partnership (LVEP) has introduced ‘Staffy’ – a charming Staffordshire Bull Terrier mascot, who is ready to put his best paw forward to promote the region’s attractions and lifestyle offer.
Staffy was brought to life with the help of award-winning Stoke-on-Trent animation studio Carse & Waterman, known nationally for their creative work.
Developed with local and national visitor brands, Staffy will act as the county's new ‘tour guide’ as part of an exciting three-year plan to grow Staffordshire’s tourism economy, now worth more than £2.7 billion.
The loveable pup will take centre stage on Staffordshire Day’s tenth anniversary (1 May) to front a programme of events that showcases the county as an active, adventurous and fun destination.
From theme parks and exciting outdoor adventures to heritage attractions and world-famous brands, Staffy will encourage people to explore everything the county has to offer.
A key highlight will be The Staffy Trail, which will launch on Staffordshire Day. This new public art experience will feature large-scale Staffy sculptures across Stoke-on-Trent City Centre, Stafford and Tamworth - three key gateways that link the county to Birmingham, Manchester, Liverpool, and major airports.
Each sculpture will be designed by local artists and inspired by ideas submitted by school children. The trail promises to be a major draw for families and tourists, encouraging people to sniff out local stories, explore town centres and support nearby shops, cafés and visitor attractions.
Arthur Barnard, Chair of the LVEP, said:
“Staffy gives us a fun and friendly way to show the country why Staffordshire is the nation’s playground.
“We’re home to some of the biggest and best attractions in the UK, and our location makes us a natural gateway between major cities and airports.
“Staffy brings all of this together and will inspire more people to get out and explore.”
Martin Murray, Staffordshire County Council’s Acting Leader and Cabinet Member for Economy and Skills, said:
“Staffy is a brilliant symbol of the pride people feel in Staffordshire. Our visitor economy has grown by 35% since before the pandemic, making us one of the fastest-recovering destinations in the UK - and there is still so much more room for further growth and expansion.
“This year we want to build on our success and showcase Staffordshire as the nation’s playground - active, adventurous and full of unique experiences. The Staffy Trail and our Staffordshire Day programme will help attract visitors, boost local spending and shine a spotlight on everything that makes our county special.
“We look forward to working with businesses to make this our biggest celebration yet.”
To help bring the project to life, businesses and organisations will be invited to become Staffy Supporters by sponsoring one of the trail’s unique sculptures or getting involved in other Staffordshire Day activities.
More details about the anniversary programme and The Staffy Trail will be shared in the coming months.