National tourism leaders have visited Staffordshire and Stoke-on-Trent to assess the region's visitor economy and future growth plans.
The VisitEngland Advisory Board, an independent body providing expert guidance on tourism across England, spent three days exploring the area's attractions and economic potential. The visit was hosted by the Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership, along with local authorities and major visitor attractions.
A £2.84 billion economy
According to the latest industry survey, Staffordshire's tourism sector is worth £2.84 billion annually. The sector has seen both visitor spending and staying visitor numbers increase in recent years.
Attractions showcased
Board members visited the National Memorial Arboretum, Trentham Estate Gardens, World of Wedgwood, and Gladstone Pottery Museum during their stay.
VisitEngland Advisory Board Chair Victoria Borwick said: "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. From our meeting at the World of Wedgwood and visit to the National Memorial Arboretum, we saw how the area combines rich heritage, outstanding attractions and excellent hospitality."
Martin Murray, Leader of Staffordshire County Council, added: "Staffordshire's visitor economy is worth £2.84 billion a year and supports thousands of jobs, businesses and communities across our county. It is one of our greatest strengths and a key part of our ambitions to grow the economy, create opportunities and attract investment."