Behind every entry in next year’s Visit Staffordshire & Stoke-on-Trent Tourism Awards is a person: a hotelier, a festival organiser, a café owner, someone who has poured their working life into making the area a place worth visiting. This year, more of those people have come forward than ever before.
Organisers have received a record number of entries for the awards, now in their thirteenth year, which recognise excellence across the tourism and hospitality sector and the creative industries. It is the second consecutive year the entry record has been broken. Visit Staffordshire and Stoke-on-Trent says the continued growth reflects the region’s rising reputation as a leading visitor destination and the commitment of local businesses to delivering outstanding experiences.
For the people who run those businesses, the recognition matters. Jane Ashworth, leader of Stoke-on-Trent City Council, said the 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,” she said, adding that she cannot wait to see the final shortlist and help celebrate the tourism hotspots that drive the visitor economy.
Martin Murray, Leader at Staffordshire County Council, described the second consecutive record as a fantastic achievement. “It demonstrates the passion, innovation and excellence that exists across our amazing visitor economy,” he said. “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.”
Meanwhile, organisers have announced a brand-new Tourism Events & Festivals of the Year category, created to recognise the role events play in attracting visitors, supporting communities and showcasing local culture. For the people who stage those events, from small community festivals to larger ticketed gatherings, the new category offers a chance to have their work celebrated in its own right.
The category will feature two awards: Free Entry Tourism Event or Festival of the Year, and Paid Entry Tourism Event or Festival of the Year. Applications open on 1 October 2026 and close on 31 October 2026.
There is also a change designed to hand some of the decision-making to the public. 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. It means the people who attend these events, and whose weekends and holidays they shape, will have a direct say in which ones are recognised.
Arthur Barnard, Chair of the Local Visitor Economy Partnership, welcomed the change. “We are thrilled to introduce these new awards to celebrate the incredible range of events taking place across the county and the city,” he said. “By incorporating a public vote, we’re also giving audiences the chance to support and champion the events they love.”
The timeline for those hoping to take part is now set. 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.
For the businesses, event organisers and creative practitioners behind the record entries, the months ahead bring the familiar wait for shortlist news, and for some, a place on a stage in March. Further details on the new categories are available at www.visitstaffordshire.com/awards.