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STEAM Tourism Economic Impact Assessment for Staffordshire
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In 2023 we commissioned a new model for gathering market intelligence, and we need your help to ensure it is as accurate as possible.
What is STEAM?
The Scarborough Tourism Economic Activity Monitor (STEAM) model was developed by Global Tourism Solutions (GTS) and we are working with the West Midlands Growth Company who are licensed by GTS to capture this data for the county and the whole region.
STEAM is a tourism economic impact modelling process which approaches the measurement of tourism from the bottom up.
The STEAM model allows us to track and monitor the number and types of visitors attracted to the county along with associated spend and consumer behaviours.
This model is recommended by national bodies such as VisitBritain / VisitEngland and mature Destination Management Partnerships who have benefitted from STEAM and have been able to use this intelligence to leverage additional funding for the sector and work strategically to implement projects of benefit.
Why should I take part?
STEAM is determined on data provided by our operators, and we need your help to ensure that this data is as accurate as possible.
Working with the West Midlands Growth Company (WMGC), we have developed simple methods for you to submit your visitor data, and everyone who participates in the study will be protected by a non-disclosure agreement, so you can rest assured that commercially-sensitive data is kept completely confidential.
A county wide and borough / district specific report will be available to all those who participate to help support your own growth plans.
How can I submit my attraction footfall data?
The West Midlands Growth Company, on behalf of the Staffordshire County Council, is conducting a tourism impact assessment to support the ongoing development of the visitor economy in the region by tracking trends in visitor numbers and spend. A key component of this is the collection of footfall data, which we feed into the STEAM economic model. This data helps us speak collectively and authoritatively about the sector, in media interviews, to shape policy, and to inform investment decisions at local, regional, and national level.
Last year’s research showed that Staffordshire attracted over 37million visitors in 2023, representing a 2% increase compared to 2022.
If you could provide your visitor footfall (either your recorded actual figures or best estimates) for the calendar years of 2023 and 2024 by Friday, 30 May 2025. If monthly data is unavailable, an annual figure is acceptable. We have been undertaking this research for over 10 years and all data remains confidential and is never linked back to an individual business.
Please feel free to pick any of the following options to submit your data:
- Option 1: Use the Survey Monkey link/ QR Code
- Option 2: Send your data in whichever format it comes
https://www.surveymonkey.com/r/RL8NPNP
Please contact Visit Staffordshire & Stoke-on-Trent Local Visitor Economy Partnership if you have any questions: tourism@staffordshire.gov.uk
Thank you for your continued support in developing the region’s visitor economy.
https://www.surveymonkey.com/r/RL8NPNP
We hope that you will take part and support us in our efforts to successfully regrow the visitor economy for Staffordshire.
All who participate in the study will be protected by a non-disclosure agreement, which guarantees all commercially-sensitive data remains completely confidential.
To find out more about the project, please contact the Visit Staffordshire Team by emailing tourism@staffordshire.gov.uk, or Shannon Chu Senior Research and Evaluation Manager at WMGC
