STEAM Tourism Economic Impact Assessment for Staffordshire

As we emerge from the pandemic and develop plans to help the sector recover and grow, we will be commissioning 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.

We hope that you will take part and support us in our efforts to successfully regrow the visitor economy for Staffordshire.

To find out more about the project, please contact the Enjoy Staffordshire Team by emailing, or Shannon Chu, Senior Research Analyst at WMGC

Join our free online STEAM workshop

We have joined forces with the WMGC to host a free online workshop in February – and you’re invited!

During the virtual session, we will be explaining the STEAM model, and how we plan to use it to gather market intelligence and better understand how we can grow specific visitor markets for Staffordshire. Since it is based on visitor data, we need your help to ensure it is as accurate as possible.

  • Date: Tuesday 7th February 2023

  • Time: 10:30-12:00

  • Hosted online via Microsoft Teams

Register now at

Deadline to register: Friday 3rd February at 5pm.

All who participate in the study will be protected by a non-disclosure agreement, which guarantees all commercially-sensitive data remains completely confidential.

Please note, we have already contacted accommodation businesses in Staffordshire, so this workshop is open to non-accommodation businesses only.