Tourism and hospitality businesses across Staffordshire are being invited to a major industry summit which will set out plans to grow the region’s visitor economy.
The Staffordshire and Stoke-on-Trent’s Tourism and Hospitality will together more than 300 businesses and industry leaders to discuss opportunities for growth when it returns on Thursday, 28 January 2027.
The event will feature presentations and panel discussions covering visitor trends, destination marketing, customer experience and business growth.
Karen Turton, CEO and Founder of Purple Story Group, is the keynote speaker. She has more than 30 years of operational hospitality and tourism experience and will explain why she thinks people remain tourism’s greatest competitive advantage.
A trade exhibition will also showcase products, services and innovations supporting tourism businesses.
The event, sponsored by Staffordshire Chambers of Commerce, takes place at the bet365 Stadium in Stoke-on-Trent.
It will also host the announcement of the shortlist for the 2027 Staffordshire & Stoke-on-Trent Tourism Awards.
Robin Hall, Staffordshire County Council’s cabinet member for economy and skills, said: “Tourism and hospitality are major contributors to our local economy. They support jobs, create opportunities for businesses and give people a reason to spend more time in Staffordshire and Stoke-on-Trent.
“The summit is a chance to bring the sector together, share what is working and turn new ideas into practical opportunities.
“By working with businesses and education providers, we can help the visitor economy grow and make sure local people have the skills to benefit from it.”
Chris Plant, Deputy CEO of Staffordshire Chambers, added: “It’s a great opportunity for businesses and organisations from across Staffordshire to connect, learn from one another and help shape the future of our visitor economy.”
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.
Daily Focus recently reported that national tourism chiefs praised Staffordshire’s visitor attractions after touring some of the county’s leading heritage and leisure destinations. Read that story here.
For more information about the summit, and to book tickets, follow this link.
