Ambitious new partnership to lead future growth in Staffordshire and Stoke-on-Trent’s visitor economy

Plans to rapidly expand the visitor economy in Staffordshire and Stoke-on-Trent will be led by an ambitious new partnership driven by industry and civic leaders.

The first 15-member board of the Staffordshire and Stoke-on-Trent Local Visitor Economy (LVEP) partnership has been announced.

Chaired by Alastair Budd, senior director of the Trentham Estate, the partnership will position the county as the largest playground in the UK, and champion the city of Stoke-on-Trent’s reputation as capital of ceramics and world craft status. It will aim to deliver maximum economic benefit to grow the destination’s worldwide visitor appeal.

Alastair brings a wealth of experience in leading the major attraction of Trentham Estate. He will be joined by a team of national and regional board members who bring expertise from the worlds of culture, hospitality, accommodation, retail and leisure. All will work together to lead, advise, influence and champion Staffordshire and Stoke-on-Trent as a must-see and visit destination.

Working alongside VisitEngland, the new Local Visitor Economy Partnership Board will now start delivering on an annual growth plan and looking ahead to a five-year destination management plan which will be launched by 2026.

The LVEP will work to boost the city region’s £2.3bn-a-year visitor economy, which employs around 24,200 people.

As a nationally recognised official body, the partnership will provide strong leadership and management of the region’s visitor economy and will work collaboratively with the public and private sectors.

The new tourism partnership is backed by all councils operating across Staffordshire and will dovetail into the wider work of We are Staffordshire – the county’s place marketing service dedicated to promoting the county for people to live, work, visit and learn.

Due to the importance of the visitor economy and its influence on Staffordshire and Stoke-on-Trent’s overall economic success, board members will support the visitor economy sector’s growth; influence policy; work to stimulate overall economic growth, productivity, and competitiveness; and support the overarching aim for inclusive growth and sustainability.

People can find out more about LVEP on the Enjoy Staffordshire website.

More about the LVEP Board Members

The LVEP Board members are:

Chair: Alastair Budd, Senior Director, Trentham Estate
Cllr Philip White, Deputy Leader at Staffordshire County Council
Cllr Jane Ashworth, Leader at Stoke-on-Trent City Council
Cllr Matt Swindlehurst, Cabinet lead for Tourism and Leisure, Staffordshire Moorlands District Council
Steve Alty, Director of Sales, Hilton Garden Inn Stoke-on-Trent
Maria Howes, Head of Marketing and Business Development – The National Memorial Arboretum
Laura Gerrard, Strategic Development Director, Alton Towers Resort
Andrea Webster, Head of Marketing, Weston Park
Lee Philps, Head of Operations, World of Wedgwood
Richard Drakeley, Tourism Development Manager, The National Forest Company
Craig Simmonds, Head of Venue, Stoke City FC
Frances-Marie Hitchen – Lecturer in Tourism, Events, Visitor Attraction and Resort Management, Staffordshire University
Arthur Barnard, Chairman Philip Astley Projects CIC, cultural development
Ed Bassett, Director, Clip and Climb (SME) and Acting Chair Stoke-on-Trent Youth Collective
Lara Rowe, Castle, Museum and Archive Manager, Tamworth Castle

Alastair Budd, senior director of Trentham Estate and chair of the Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership, said:

“As chair of the Staffordshire and Stoke-on-Trent LVEP, I am delighted to be able to announce this high-calibre board, to take this programme forward, working with destination partners and VisitEngland.

“This is a significant milestone for the tourism and hospitality sector and it’s with heartfelt thanks to all who contributed in the early days to help us to push this partnership forwards.

“Recruiting the new board marks a strategic leap forward for Staffordshire and Stoke-on-Trent and I look forward to making sure that the LVEP becomes an established a trusted lead for the visitor economy, aligning efforts for sustained regional growth.”

Staffordshire County Council’s deputy leader and cabinet member for economy and skills Philip White said: “Our mission is to see the County of Staffordshire and City of Stoke-on-Trent recognised as an inclusive, must-visit destination for domestic visitors and those from around the globe. The new board will be instrumental in harnessing this potential, while shaping and delivering a strategic vision for the future.

“The LVEP will also be a strong voice for businesses across our area, with a focus on securing funding for infrastructure development and future economic growth, both from government and private investors. And as board members, we will personally champion the county and city across the UK and internationally.”

Jane Ashworth, leader of Stoke-on-Trent City Council, said: “We have a unique story to tell about our fantastic corner of the world. A rich history, beautiful countryside and so many attractions make Staffordshire and Stoke-on-Trent a must-visit destination. This new partnership brings together a group of people with vast experience and knowledge, but more importantly they have a passion for putting this area on the map and showing off what we have to offer visitors of all ages and with different interests.”

VisitEngland director Andrew Stokes said: “It is great to welcome the new Board and Chair of the Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership (LVEP) as they spearhead this new partnership.

“The fantastic work underway with stakeholders across the region to grow a resilient, sustainable visitor economy deserves to be in the spotlight as tourism’s regional economic importance is underlined. VisitEngland looks forward to continuing to work with the LVEP and its Board, ensuring Staffordshire and Stoke-on-Trent remain top destinations for both domestic and international visitors now and in the future.”