Visit Staffordshire leads the accredited Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership (LVEP), part of VisitEngland’s portfolio of nationally supported Local Visitor Economy Partnerships.

As the official tourism organisation for the area, the partnership works to raise the profile of the county and city as a quality destination. It brings together the public and private sectors with one common aim: to bring more visitors to Staffordshire and Stoke-on-Trent.

The LVEP board was launched in January 2025 and has 15 members from across local government, major attractions, hospitality and education. It is chaired by Arthur Barnard, with Maria Howes as Deputy Chair.

In 2026 the partnership introduced Staffy, a Staffordshire Bull Terrier mascot, to promote Staffordshire as “the nation’s playground”. The mascot is part of a three-year campaign that includes the Staffy Trail of sculptures across Stoke-on-Trent, Stafford and Tamworth. Staffordshire’s visitor economy is now worth more than £2.7 billion and has grown by 35% since before the pandemic.

The partnership is delivered with the support of Staffordshire County Council and Stoke-on-Trent City Council. Its consumer website is visitstaffordshire.com, and resources for tourism businesses, including the Tourism Strategy and business support, are on its industry site.