VisitEngland Advisory Board Applauds Staffordshire's £2.84 Billion Visitor Economy and Growing National Profile

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 Staffordshire and Stoke-on-Trent.

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 county’s ambition 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.

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.”

Councillor Jane Ashworth, leader of Stoke-on-Trent City Council, said: "Culture and heritage tourism is one of the fastest growing parts of the visitor economy and Stoke-on-Trent and Staffordshire are exceptionally well placed to benefit from that.

“Our historic environment, world-famous ceramics heritage and nationally significant attractions give the area a distinct identity that appeals to visitors.

"Over recent years, we've seen Stoke-on-Trent's national and international profile continue to grow through our Centenary celebrations, major cultural events, our designation as a World Craft City and exposure on film and TV, helping introduce new audiences to the city and its rich heritage.

"Working alongside partners across Staffordshire, we're building on that momentum to attract more visitors, encourage longer stays and ensure that culture and heritage continue to play a vital role in the success of our visitor economy."

Jemma Harrison, Destinations Director at Fiskars said: “We were delighted to welcome the VisitEngland Advisory Board to World of Wedgwood and showcase the extraordinary heritage, craftsmanship and creativity we have here in Staffordshire. We have a wonderful opportunity to take that story to the world, using globally recognised names such as Wedgwood to introduce international audiences to the wider destination. With improving connectivity and an exceptional mix of culture, hospitality, and visitor experiences, by working together we can raise Staffordshire’s profile, attract more domestic and international visitors, and give them every reason to stay longer and explore more.”

A visitor economy on the rise

Staffordshire and Stoke-on-Trent's visitor economy is going from strength to strength, thanks to its historic attractions, thriving hospitality businesses and popular countryside and heritage destinations.

According to the latest STEAM report, the 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% on the year before, with visitor spending and staying visitor numbers both on the rise.

Charlotte Cain, Investment Agency Manager, Staffordshire County Council, said: "The economic impact of tourism to the area now stands at over £2.84bn (2025), supporting almost 25,000 jobs across the county, with total visitor days reaching 42.9 million and the number of staying visitors increasing to 3.8 million.

"Investment in new attractions, accommodation and visitor experiences across Staffordshire and Stoke-on-Trent has also contributed to the growth in visitor expenditure, as visitors head to the region to discover new things to see and do, as well as stay overnight in an increasingly diverse array of hotels, holiday lets, caravan and campsites and unique places to stay.

“For the first time since covid we have seen an increase in our overnight stay market which helps make an even more compelling case that Staffordshire is the place for investment in accommodation, events, leisure and hospitality.”

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• The VEAB visit took place over three days from 14^th – 16^th September 2026.
• STEAM (Scarborough Tourism Economic Activity Monitor) report figures for 2025 by Global Tourism Solutions.

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Visit Staffordshire

Visit Staffordshire is the official tourism brand for Staffordshire and Stoke-on-Trent, part of the Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership (LVEP), recognised by VisitEngland.

Enquiries: Contact the Visit Staffordshire & Stoke-on-Trent team at tourism@staffordshire.gov.uk

Visit England Advisory Board

The VisitEngland Advisory Board (VEAB) is an independent advisory board that provides expert advice and guidance on tourism in England. Made up of senior leaders from across the tourism, hospitality, cultural and wider business sectors, the Board helps ensure that the interests of England’s visitor economy are represented in national decision-making. The Board advises VisitEngland, the British Tourist Authority Board and Government ministers on key opportunities, challenges, and priorities affecting tourism in England, helping to support the growth, competitiveness, and sustainability of the sector.