Invest Staffordshire hosted a joint event with Insider Media focused on the county’s economic future. More than 200 business delegates attended the event at Keele University. It included a panel of sector leaders from across Staffordshire.
Strong growth in the visitor economy
New figures show that Staffordshire’s visitor economy is now worth £2.7 billion. This is a 30% increase compared to before the pandemic.
Key points:
- 37 million visits were made to Staffordshire in 2024
- 4 million of these visitors stayed overnight
- Overnight stays account for 31% of total visitor spending
- The sector supports just under 26,000 jobs
There is strong demand for hotel accommodation across the county. Sector leaders say more bedspaces are needed to support both tourism and business travel.
Supporting growth with more accommodation
The county council is leading investment along the A50 and A500 corridor. Major developments, including the West Midlands Interchange, are also underway.
More accommodation will help:
- Support business travel linked to new developments
- Grow the events and leisure market
- Strengthen the local nighttime economy
Invest Staffordshire will work with the Staffordshire and Stoke on Trent Visitor Economy Partnership to create a new plan. This will focus on increasing accommodation and encouraging more overnight stays.
Progress in key sectors
The event also highlighted growth in:
- Advanced manufacturing
- Property and development
Recent updates include:
- The first occupier announced at the West Midlands Interchange
- Completion of development plots at Chatterley Park in Newcastle
- i54 South Staffordshire nearing full occupancy
- Work starting on a £4 million Carlsberg Britvic depot at Four Ashes
The new depot will include modern facilities to support growing logistics needs.
Council view
Martin Murray, Deputy Leader and Cabinet Member for Economy and Skills at Staffordshire County Council, opened the event.
He said that rising visitor numbers reflect both strong attractions and growing demand for business stays. He highlighted the need for high-quality accommodation across the county, especially in key locations.
He also stressed that better accommodation will:
- Support local jobs
- Boost the nighttime economy
- Help more people enjoy what Staffordshire has to offer
He described Staffordshire as a well-connected area with strong global businesses and thriving small and medium-sized enterprises that support thousands of jobs.
