Ambitious plans for Staffordshire tourism to be announced at industry event

Tourism and hospitality businesses will learn about the Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership’s (LVEP) goals and objectives for the county’s visitor economy at a major event in January.

The Big Tourism Conference returns for a third year on Thursday 15 January 2026, bringing together attractions, accommodation providers, food & drink businesses, industry suppliers and stakeholders.

More than 200 delegates are expected to attend the event at Uttoxeter Racecourse, which will feature the launch of the new Destination Management Plan, the LVEP’s five-year strategy for increasing visitor numbers and encouraging longer stays in the county.

VisitEngland will present an overview of the national visitor economy landscape, while Staffordshire Chambers of Commerce, Stoke-on-Trent College and Inspired Film & Video will deliver breakout sessions.

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

“We’re incredibly excited about our upcoming tourism conference where we’ll launch our new five-year plan to rapidly expand our visitor economy.

“Staffordshire has some of the best tourist destinations our country has to offer, from world-class theme parks like Alton Towers Resort & Drayton Manor Resort, to Cannock Chase Forest and the Peak District.

“We have the McArthurGlen Designer Outlet Shopping Village and the Trentham Estate and let’s not forget hundreds of pubs & restaurants. These include the Michelin-starred Upstairs by Tom Shepherd, plus live music galore including the Forest Live concerts at Cannock Chase.

“Whether its high energy or peaceful walks, Staffordshire truly is England’s playground.”

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

“Our centenary year has really put a spotlight on the brilliant tourism sector we have in Stoke-on-Trent.

“We have seen more visitors flock to some of the city’s well-loved tourism hotspots, such as Gladstone and the Potteries Museum and Art Gallery, Middleport Pottery and the Trentham Estate, as well new additions like the recent Lemmy statue unveiling this year. I am excited to see how we can continue to thrive and show more people how amazing our city is to visit.”

The conference will also include networking opportunities and a trade exhibition with stands from Starbots Creative, Shepherd PR, Screen Staffordshire and Hartley Consulting & Events, as well as Staffordshire Chamber of Commerce, Stoke-on-Trent College, and Inspired Film & Video.

Full details and a ticket order form can be found on the VisitStaffordshire website.

Media enquiries should be directed to Richard Swancott on 01785 277986 or tourism@staffordshire.gov.uk