The Staffordshire & Stoke-on-Trent Tourism Awards have received a record number of entries this year, marking the second consecutive year that application numbers have surpassed previous highs. This surge highlights the strength, quality, and diversity of the visitor economy across the region.
Visit Staffordshire and Stoke-on-Trent attributes the continued growth in submissions to the area's growing reputation as a premier visitor destination and the dedication of local businesses in providing exceptional experiences. The quality of applications has consistently impressed the judging panel, reinforcing the area's status as 'The nation’s playground, and the beating heart of the country'.
Martin Murray, Leader at Staffordshire County Council, commented, "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."
Jane Ashworth, leader of Stoke-on-Trent City Council, added, "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."
Organisers have introduced a new Tourism Events & Festivals of the Year category to acknowledge the significant role events play in attracting visitors, supporting communities, and showcasing local culture. This new category will present two awards: one for 'Free Entry Tourism Event or Festival of the Year' and another for 'Paid Entry Tourism Event or Festival of the Year'.
Applications for the new category opened on 1 October 2026 and will close on 31 October 2026. Shortlisted entries in both new categories will proceed to a public vote, allowing residents and visitors to help select the winners. Finalists from this public vote, alongside those from other categories, will be announced at the Staffordshire & Stoke-on-Trent Tourism & Hospitality Summit on 28 January 2027, preceding the main Tourism Awards ceremony in March 2027.
Arthur Barnard, Chair of the Local Visitor Economy Partnership, stated, "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 regarding the new categories can be found at www.visitstaffordshire.com/awards.
