Record number of entries for Staffordshire Tourism Awards

Organisers of this year’s Staffordshire and Stoke-on-Trent Tourism Awards have set themselves up for a busy judging process after a record number of entries.

The 2025/26 awards have received more than 150 submissions across 20 categories, highlighting the growing strength and diversity of the region’s visitor economy.

This year, the awards introduced a new “Regenerative Tourism” category and reintroduced the popular “Farm Shop & Food and Drink Retailer” award, attracting fresh interest from across the sector.

Impressively, 43% of entrants are first-time applicants, with over 80 businesses involved demonstrating the awards’ increasing reach and resonance across the region.

Martin Murray, Deputy Leader and Cabinet Member for Economy and Skills at Staffordshire County Council, said:

“The record number of entries and new businesses engaging with the awards is brilliant news.  It reflects the incredible momentum we’re building across Staffordshire.

“It’s fantastic to see our diverse and growing tourism sector continuing to raise the bar and showcasing Staffordshire as England’s playground.

“Judging is now underway and the shortlist of finalists will be announced at the region’s third annual Big Tourism Conference in January 2026. We’ll then announce the winners at the awards ceremony in March, who will go on to represent the region at the VisitEngland Awards for Excellence in June.

“I wish everyone who has entered the best of luck.”

Jane Ashworth, Leader of Stoke-on-Trent City Council, said:

“It is brilliant to see so many local businesses putting themselves forward for the prestigious Staffordshire & Stoke-on-Trent Tourism Awards.

“In our centenary year, our tourism sector has continued to thrive and with Stoke-on-Trent having so much to offer in leisure and hospitality, more people have been discovering how amazing our city is.”

The awards are part of the Local Visitor Economy Partnership’s (LVEP) activities to raise the profile and quality of the Staffordshire and Stoke-on-Trent visitor offer, which is to encourage more visitors to stay, spend and return to the county.

This year’s strong response follows national recognition for Staffordshire at the VisitEngland Awards for Excellence in 2025. Local champions included:

• Keele University Events and Conferencing, which secured Gold in the Business Events Venue of the Year category.
• World of Wedgwood, which earned Silver in the International Tourism category.

For more information about the awards or the Staffordshire & Stoke-on-Trent Visitor Economy Partnership, visit the Destination Staffordshire website.

Tickets for the Big Tourism Conference, taking place in January are now available.