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Facts & Figures

Every year we commission research into the performance of the Staffordshire tourism sector, focussing on the total number of trips (day trips and overnight stays), total visitor spend (including indirect/induced spend), and the level of employment (full time and part time).
The assessment uses the industry standard Cambridge Model, allowing the results to be benchmarked against data from similar national and regional studies. 
The 2017 Economic Impact Assessment, featuring data from 2016, has not yet been published, but the assessment published in 2016 revealed:

  • There were over 24.1million trips to Staffordshire
  • Just over 22.5million of these were day trips, with more than 1.5million staying for one night or more
  • Total visitor spend amounted to £1.2billion, with an additional £470million in indirect/induced spend
  • The industry supports almost 30,000 jobs, with approx. 22,500 full time equivalent positions

The full Economic Impact Assessment report is available for download.
In 2017 we also conducted perceptions research to determine Staffordshire’s tourism strengths, weaknesses, opportunities and threats and benchmark the county against competitors around the country.
Over 1,000 respondents from different age groups, social grades and locations took part.
Some of the main findings included:

  • 57% were aware of Staffordshire as a visitor destination, with the Peak District and Stoke-on-Trent the most well-known areas
  • East Staffordshire and Staffordshire Moorlands were the least well-known
  • Perceptions of the county were positive, with ceramics regarded as one of the best thing about Staffordshire
  • Improving the quality and affordability of accommodation, and making public transport better and cheaper, would encourage more visitors to stay overnight

Members of Destination Staffordshire can access this research to inform and improve their own marketing and business development strategies. 
Contact info@enjoystaffordshire.com to request a copy of the full report.
We also tap in to Visit Britain’s marketing research to develop our own tourism strategy.
The latest Visit England Research and Insights are available at https://www.visitbritain.org/england-research-insights