This year's annual Destination Staffordshire Tourism Conference took place at Drayton Manor Park, Tamworth, and officially launched the Staffordshire Environmental Quality Mark (SEQM) - an accreditation to encourage environmental best practice within the county.

The SEQM will be awarded to Staffordshire tourism businesses which help to conserve and enhance the natural beauty and cultural heritage of Staffordshire, as well as minimise the local and global environmental impact of their activities. The new accreditation scheme has been established to support Visit England's vision of ‘Wise Growth' - growing tourism responsibly and sustainably to safeguard natural resources, and encourage economic growth in the tourism industry.

In a speech to officially launch the Quality Mark, Sue Prince, Destination Staffordshire Ambassador for sustainable tourism, awarded the first SEQM to Emily Whitehead of Rowan House, Alton.

Sue said of the new initiative: "The concept of ‘Wise Growth' underpins Visit England's entire growth strategy for the next few years, and I'm delighted that Staffordshire are supporting such a worthwhile scheme. During our research we discovered that over 90% of businesses in the county were already implementing excellent ‘green' procedures, but were too afraid of their claims being challenged to promote them.

"The SEQM means they can confidently announce to prospective customers that they are taking positive steps to conserve the county's natural beauty and make people ‘fall in love with Staffordshire'. I am thrilled to present Emily with the first SEQM, and hope that it is the first of many."

This year's conference focused on a theme of ‘Creating & Keeping Customers for Life' and the SEQM, supported by Destination Staffordshire, will be key in developing customer relations. Tourists can be confident the accommodation and attractions they visit are trusted and celebrated custodians of the county, ensuring visitors to Staffordshire leave safe in the knowledge they are conserving special qualities of the county and have played an active role in the economic and social wellbeing of the local community.

Hosted by Chris Daffy, founder of the Academy of Service Excellence, the conference attracted around 200 delegates. Key spokespeople from the Staffordshire tourism industry met with local businesses to discuss how customer loyalty, brought about by good customer service, can help Staffordshire attractions build a sustainable competitive advantage throughout 2011 and beyond.

Event host and keynote speaker, Chris Daffy, said during his presentation: "I advise businesses in almost every sector, and always tell them the most important aspect of commerce is to attract, and then keep, profitable customers.

"More than any other factor, a great and memorable experience decides whether a customer is going to recommend and endorse a business. Through high-profile PR and marketing campaigns, Destination Staffordshire has generated more than 20 million visits in the last year, and the onus is on tourism operators in the county to deliver first-rate, positive and, above all, memorable experiences to ensure repeat custom and recommendation."

Graeme Whitehead, Staffordshire County Council's group manager for tourism and marketing said: "In 2009 the value of the Staffordshire visitor economy exceeded £1 billion for the first time ever and it now represents 13% of all employment in the county. Creating customer loyalty through exceptional customer service is one of the most cost effective ways to build the visitor economy, and one in which we all have a role to play.

"Our annual tourism conference is a key event for bringing local businesses together to share ideas, issues and information to propel the Staffordshire tourism industry forward and build upon the success of the past couple of years to make the region a first choice short break destination."