Visit & Tourism
Visit Staffordshire.
World‑class thrills, living heritage and two national landscapes – right in the heart of England. Staffordshire’s visitor economy is now valued at £2.7 billion – and rising.
Key numbers
millions visits in 2023;
visitors contributed £2.3 billion, with partners reporting a 30% rise vs 2019 and a current value of around £2.7 billion
Historic benchmark
(pre‑pandemic): 28.1 million trips; £1.37 billion direct spend plus £506 million indirect/induced; 32,844 jobs supported (around 24,463 FTE)
Room gap -
analysis indicates a 700-1,000 bed shortfall in strategic locations (A50/A500, urban centres, near key hubs); 4 million overnight stays in 2024
Why Staffordshire?
Big‑ticket days out – Home to the UK’s biggest theme park Alton Towers Resort, plus Drayton Manor Resort, Trentham Estate & Gardens, the National Memorial Arboretum and more.
Nature on your doorstep – Explore Cannock Chase National Landscape (AONB), mainland England’s smallest national landscape with ~2.5 million visits a year, and discover Staffordshire’s part of the National Forest.
The world capital of ceramics – Stoke‑on‑Trent is a World Craft City (2024), with hands‑on pottery at World of Wedgwood / V&A Wedgwood Collection, Gladstone, Moorcroft, Middleport and a full factory‑shop trail.
Nature on your doorstep – Explore Cannock Chase National Landscape (AONB), mainland England’s smallest national landscape with ~2.5 million visits a year, and discover Staffordshire’s part of the National Forest.
The world capital of ceramics – Stoke‑on‑Trent is a World Craft City (2024), with hands‑on pottery at World of Wedgwood / V&A Wedgwood Collection, Gladstone, Moorcroft, Middleport and a full factory‑shop trail.
Major Assets & Places
Alton Towers Resort – a top European theme park with post‑pandemic recovery: 2.35 million attendance in 2023 (TEA/AECOM) and park‑confirmed YoY growth in 2024.
Cannock Chase National Landscape (AONB) – 26 sq miles; 63% forest & heath; estimated around 2.5 million annual visits; density 4-5 times the Lake District. MTB trails (Follow the Dog, Monkey), walking, Go Ape and Forest Live concerts.
The National Forest (East Staffs) – 200 sq miles across three counties; highlights include the National Memorial Arboretum, Hoar Cross Hall, Barton Marina and family adventure attractions.
The Potteries – craft your own piece at World of Wedgwood, tour working factories and explore the free‑to‑enter V&A Wedgwood Collection.
Cannock Chase National Landscape (AONB) – 26 sq miles; 63% forest & heath; estimated around 2.5 million annual visits; density 4-5 times the Lake District. MTB trails (Follow the Dog, Monkey), walking, Go Ape and Forest Live concerts.
The National Forest (East Staffs) – 200 sq miles across three counties; highlights include the National Memorial Arboretum, Hoar Cross Hall, Barton Marina and family adventure attractions.
The Potteries – craft your own piece at World of Wedgwood, tour working factories and explore the free‑to‑enter V&A Wedgwood Collection.
Access & Connectivity
Staffordshire is centrally located with 90% of the British population within a 4‑hour drive; direct rail links put Manchester and Birmingham just over 30 minutes away and London less than 75 minutes from Stafford. Three major airports (Manchester, Birmingham, East Midlands) are within around 40-60 miles.
Accommodation & Investment
Visitor growth and 4 million overnight stays in 2024 are outpacing supply. The LVEP identifies a 700-1,000 bed gap – particularly along the A50/A500 and close to anchors – creating headroom for midscale/full‑service hotels, aparthotels and nature‑based lodges.
The bottom line
To visit, start planning your trip at the official site, Visit Staffordshire. Or to invest, talk to Invest Staffordshire about hotel and attraction opportunities aligned to the room gap and growth corridors.