Businesses and industry leaders from across the region's visitor economy will set out plans for future growth and celebrate success as the sector’s key event returns in 2027.
The Staffordshire and Stoke-on-Trent's Tourism and Hospitality Summit will provide valuable industry insights, enable businesses to discover new opportunities and build connections with partners from across the sector.
Taking place on Thursday 28 January 2027 at the bet365 Stadium, the summit is expected to welcome more than 300 delegates from across Staffordshire and Stoke-on-Trent's thriving visitor economy. It is sponsored by the Staffordshire Chambers of Commerce.
Delegates will hear from industry experts through a programme of presentations and panel discussions covering visitor trends, destination marketing, customer experience and business growth. A dedicated trade exhibition will also showcase products, services and innovations supporting tourism businesses.
Chris Plant, Deputy CEO, Staffordshire Chambers of Commerce, said:
Staffordshire’s tourism and hospitality sector has a lot to be proud of, with businesses across the county working hard to attract visitors and make the most of the opportunities ahead.
As headline sponsor of Staffordshire Tourism & Hospitality Summit, we’re proud to support an event that brings the sector together to celebrate its successes, share ideas and look at what’s next.
It’s a great opportunity for businesses and organisations from across Staffordshire to connect, learn from one another and help shape the future of our visitor economy.”
Robin Hall, Staffordshire County Council’s Cabinet Member for Economy and Skills, said:
Tourism and hospitality are major contributors to our local economy. They support jobs, create opportunities for businesses and give people a reason to spend more time in Staffordshire and Stoke-on-Trent.
The summit is a chance to bring the sector together, share what is working and turn new ideas into practical opportunities. By working with businesses and education providers, we can help the visitor economy grow and make sure local people have the skills to benefit from it.”
This year’s keynote speaker is Karen Turton, CEO and Founder of Purple Story Group. With more than 30 years of operational hospitality and tourism experience, Karen has worked with destinations, attractions and tourism businesses across the UK to help unlock the power of their people and customer experience. Karen will take delegates on a journey exploring why people remain tourism’s greatest competitive advantage, sharing practical insights on building engaged teams and fostering a culture that drives long-term success.
The summit will also provide the stage for the announcement of the shortlist for the 2027 Staffordshire & Stoke-on-Trent Tourism Awards, recognising the businesses and individuals setting the standard for excellence across the visitor economy.
It comes as Staffordshire's visitor economy continues to go from strength to strength. According to the latest sector economic impact report, tourism is now worth a record £2.84 billion to the county, representing a 3.4 per cent increase on the previous year, with both visitor spending and overnight stays continuing to rise.
For further information and to book tickets, businesses should visit the Destination Staffordshire events webpage.
