Visitor numbers coming to Staffordshire are up to 30 per cent since 2019, with tourists contributing billions of pounds to the local economy.
More than 37 million people from the UK and overseas enjoyed a day out or overnight stay in the county in 2023 – the busiest year since the Covid-19 pandemic – according to the latest available figures.
Visitors contributed more than £2.3 billion to the local economy, spending on accommodation, entertainment, travel, shopping, and food and drink. The tourism and hospitality sector now supports more than 24,000 jobs across Staffordshire and Stoke-on-Trent.
As English Tourism Week begins, businesses are encouraged to help track the region’s continued growth by submitting visitor data for 2024. The Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership (LVEP) is collecting insights to highlight tourism’s value and impact, with submissions open until 5pm on March 31.
Philip White, deputy leader and cabinet lead for economy and skills at Staffordshire County Council, welcomed the latest figures. He said: “The figures are good news and the new Local Visitor Economy Partnership (LVEP) Board is working well.
“The LVEP brings together expertise from the worlds of culture, hospitality, accommodation, retail and leisure, all working together to lead, advise, influence and champion Staffordshire and Stoke-on-Trent as a must-see and visit destination.”
Staffordshire’s culture and heritage, nature, outdoor activities and ceramics industry all saw a rise in footfall, according to the figures.
Stoke-on-Trent City Council leader Jane Ashworth said: “It’s great that more people have been coming to visit Stoke-on-Trent and Staffordshire – but it’s no surprise.
“We have a unique heritage as the world’s capital of ceramics, which is why Stoke-on-Trent was named a World Craft City last July. We have beautiful countryside and enviable attractions.
“This year is the 100th anniversary of Stoke-on-Trent becoming a city. We are confident our year-long programme of fantastic events will drive many more people to come and discover what a wonderful part of the world this is.”
