National tourism chiefs have praised Staffordshire’s visitor attractions after touring some of the county’s leading heritage and leisure destinations.
Members of the VisitEngland Advisory Board (VEAB) spent three days in the county, visiting the National Memorial Arboretum, The Trentham Estate, World of Wedgwood and Gladstone Pottery Museum.
The visit was organised by Staffordshire and Stoke-on-Trent’s Local Visitor Economy Partnership (LVEP), alongside local authorities and visitor attractions, to showcase the area’s heritage, culture, hospitality and tourism offer.
VisitEngland Advisory Board Chair Victoria Borwick described the visit as “incredibly insightful” and said that the area “combines rich heritage, outstanding attractions and excellent hospitality.”
She added: “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.
“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.”
The endorsement comes after Staffordshire’s visitor economy reached a record £2.84 billion, according to the latest STEAM tourism impact figures.
Tourism supported almost 25,000 jobs across the county in 2025, with 42.9 million visitor days recorded and 3.8 million staying visitors.
The value of the visitor economy increased by 3.4% on the previous year, while the number of overnight visitors also increased for the first time since the pandemic.
Martin Murray, Leader of Staffordshire County Council, described the area’s visitor economy as “one of our greatest strengths” and that Staffordshire has “something for everyone”.
He added: “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.”
Jemma Harrison, Destinations Director at Fiskars, which operates World of Wedgwood, said Staffordshire had an opportunity to attract more international visitors by building on its globally recognised brands.
She said: “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.”
Staffordshire County Council Investment Agency Manager Charlotte Cain said investment in new attractions, accommodation and visitor experience has contributed to the growth in visitor expenditure.
She added: “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.”
