Tourism awards attract record entries as new event categories make their debut
A record number of entries have been received for next year’s Visit Staffordshire & Stoke-on-Trent Tourism Awards.
The awards, now in their thirteenth year, recognise excellence across the tourism and hospitality sector and creative industries, and this year’s record-breaking response highlights the strength, quality and diversity of the visitor economy across the area. It’s the second consecutive year that entry number records have been broken.
Visit Staffordshire and Stoke-on-Trent says the continued growth in entries reflects the region’s increasing reputation as a leading visitor destination and the commitment of local businesses to delivering outstanding experiences.
Martin Murray, Leader at Staffordshire County Council said:
Receiving a record number of applications for the second year running is a fantastic achievement. It demonstrates the passion, innovation and excellence that exists across our amazing visitor economy.
The quality of entries continues to impress our judging panel and reinforces our reputation as a must-visit destination, The nation’s playground, and the beating heart of the country.”
Jane Ashworth, leader of Stoke-on-Trent City Council, said:
These awards continue to shine a spotlight on the individuals, businesses and organisations that help make Staffordshire and Stoke-on-Trent a great place to visit, so it is brilliant to see so many people putting themselves forward again. I cannot wait to see the final shortlist and help celebrate all the amazing tourism hotspots that drive our visitor economy.”
Alongside the record entries, organisers have also announced a brand-new Tourism Events & Festivals of the Year category to recognise the important role events play in attracting visitors, supporting communities and showcasing local culture.
The new category will feature two awards:
- Free Entry Tourism Event or Festival of the Year
- Paid Entry Tourism Event or Festival of the Year
Applications open on 1 October 2026 and close on 31 October 2026.
In a new addition to the awards programme, shortlisted entries in both categories will go forward to a public vote, giving residents, visitors and supporters the opportunity to help choose this year’s winners.
Finalists from the public vote will be announced alongside finalists from all other categories at the Staffordshire & Stoke-on-Trent Tourism & Hospitality Summit on 28 January 2027, ahead of the Tourism Awards ceremony in March 2027.
Arthur Barnard, Chair of the Local Visitor Economy Partnership said:
We are thrilled to introduce these new awards to celebrate the incredible range of events taking place across the county and the city.
By incorporating a public vote, we’re also giving audiences the chance to support and champion the events they love.”
Further details on the new categories are available at www.visitstaffordshire.com/awards
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