Posted on Wednesday 12th March 2025
Visitors continue to flock to Staffordshire according to the latest tourism figures which shows the sector up 30% since 2019.
According to the most recent data available, 2023 saw the county’s busiest year since the Covid-19 pandemic, with more than 37 million people from home and abroad enjoying a day out or overnight stay.
Visitors helped generate more than £2.3billion on accommodation, entertainment, travel, shopping and food and drink, and the tourism and hospitality sector now supports more than 24,000 jobs in Staffordshire and Stoke-on-Trent.
This English Tourism Week (Friday 14 to Sunday 23 March) visitor economy businesses are encouraged to help the Staffordshire and Stoke-on-Trent LVEP collect this important data to help show the value, impact and importance of the Visitor Economy and help track growth in the region. Visitor data for 2024 can now be submitted at: www.surveymonkey.com/r/RL8NPNP, until the deadline of 5pm on Monday 31 March 2025.
Philip White, Deputy Leader and Cabinet Lead for Economy and Skills at Staffordshire County Council 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.”
The region’s cultural and heritage attractions emerged as major draws for visitors. Adventure and fun, nature and outdoors, as well as national landscapes, listed parks and the positioning as a world capital of ceramics witnessed a notable increase in footfall.
Jane Ashworth, Leader at Stoke-on-Trent City Council, 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."