Staffordshire and Stoke-on-Trent’s growing multi-billion-pound visitor economy, ever-increasing profile and ambitious expansion plans have been showcased to national sector leaders.
VisitEngland Advisory Board (VEAB), the independent advisory board that provides expert advice and guidance on tourism in England, has visited the region to explore the unique strengths of the area – and its plans for the future.
The visit highlighted how the county combines investment, tourism, and culture to create one of England's most distinctive destinations, taking in private tours of the National Memorial Arboretum, Trentham Estate Gardens, World of Wedgwood and Gladstone Pottery Museum and the counties ambitions to grow this further.
Hosted by Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership (LVEP), along with local authorities and leading visitor attractions, the three-day visit highlighted nationally significant heritage, world-class visitor attractions, award-winning hospitality, and internationally recognised manufacturing.
According to the latest industry-recognised annual survey of the economic impact of tourism across the UK, the county's tourism sector saw a strong period of growth — the industry was worth a record £2.84bn, an increase of 3.4 per cent on the year before, with visitor spending and staying visitor numbers both on the rise.
VisitEngland Advisory Board Chair Victoria Borwick said:
Staffordshire and Stoke-on-Trent have a fantastic story to tell, and it was invaluable to experience the region’s tourism offer first-hand alongside fellow members of the VisitEngland Advisory Board. From our meeting at the World of Wedgwood and visit to the National Memorial Arboretum, we saw how the area combines rich heritage, outstanding attractions and excellent hospitality.
I also had the opportunity to visit Trentham Estate Gardens and the Gladstone Pottery Museum, showcasing even more of the experiences that make this region so special. It was incredibly insightful to meet with the Local Visitor Economy Partnership, tourism leaders and stakeholders who are so committed to this agenda. With so much to see and do, Staffordshire and Stoke-on-Trent offer compelling reasons for both domestic and international visitors to explore, stay longer and return.”
Martin Murray, Leader of Staffordshire County Council, added:
Staffordshire's visitor economy is worth £2.84 billion a year and supports thousands of jobs, businesses and communities across our county. It is one of our greatest strengths and a key part of our ambitions to grow the economy, create opportunities and attract investment.
It was a pleasure to welcome the VisitEngland Advisory Board and showcase everything that makes Staffordshire such a unique and special place. From our outstanding visitor attractions and beautiful countryside to our rich heritage, culture and hospitality, Staffordshire has something for everyone.
We have worked hard to raise Staffordshire's profile through our strong LVEP partnership, Staffordshire Day, the Staffy Trail, Screen Staffordshire and a renewed focus on promoting the county nationally and internationally, we are ensuring Staffordshire gets the recognition it deserves.
We are proud of what Staffordshire has to offer, proud of the communities and businesses that make it special and determined to ensure that even more people discover why Staffordshire is the Nation's Playground.”
