Who is Destination Staffordshire?
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Destination Staffordshire is a private/public sector partnership of major attractions, tourism businesses and local authorities created to develop and drive the leisure and business tourism economies in Staffordshire. It is chaired by a private sector partner, currently Mark Kerrigan of Alton Towers. It was formed after strategies commissioned for both North and South Staffordshire concluded that both areas would prosper better in tourism terms from marketing themselves on a Staffordshire-wide platform. The County Council tourism team provide the secretariat for the Partnership and commits its entire budget to Destination Staffordshire.
The partnership has branded itself as Destination Staffordshire and adopted a researched logo (the roundel device) and brand propositions, namely A World of Possibilities and Adventure, Nature and Culture.
Membership
Membership is drawn from all sectors of the tourism and leisure industry within the county including:
• Accommodation that is inspected and quality assured by Visit Britain (QIT) or the AA
• Attractions
• Activity Providers
• Shops and Retail Outlets
• Eating and drinking establishments.
Destination Staffordshire concerns itself with all relevant aspects of the visitor economy in Staffordshire, namely marketing and branding, TICs and information, skills, business support, website, database management, press and PR, research and monitoring, events and festivals, sustainable tourism, business tourism and food and drink. These themes are managed by a number of sub-groups reporting to the main board which ratifies decisions.
The Key Objectives of the Staffordshire DMP are:
• To co-ordinate marketing activity to attract visitors to Staffordshire,encourage them to stay longer and disperse them throughout the county.
• To provide a web portal for the county's leisure and tourism product.
• To improve the skill base of the people involved within the industry and
promote staff retention and recruitment.
• Provide a focus for the development of key issues such as sustainable tourism.
• Provide a research and monitoring facility to inform the decision making process.
• Provide a channel to identify and share best practice and improve
communication throughout the industry.
• Bid for funding from AWM and RDPE to support these objectives.
