A successful tourism and hospitality can sustain business, safeguard jobs, and positively impact the lives of local residents and communities through opportunities for employment and enjoyment. It can help produce a place that offers those who live, work, and study in a location a healthier work-life balance and better quality of life.

Staffordshire has a tourism and hospitality success based on those strong attractions that draw visitors principally from regional populations centres that are well connected to Staffordshire by road and rail. Destinations with regional or national visitor appeal and reach including: The National Forest, The Peak District, Alton Towers, the National Memorial Arboretum, The Potteries, Drayton Manor, Cannock Chase, Trentham Estate and selected market towns / cities particularly Leek and Lichfield.

This is boosted further by business visitors from across the West and East Midlands choosing Staffordshire and Stoke-on-Trent as a place to meet. In addition, a significant student cohort studying at Keele and Staffordshire Universities that are helping to drive the visiting, friends and relations market (VFR), which is also increasing against recent population data captured in the 2021 Census results for the county.

There is a priority in Staffordshire to encourage more visitors to stay longer, experience more, and return. This can aid business growth and job creation within tourism and hospitality, with more opportunities for local people.

Top hard skills in demand:

Restaurant Operation

Food Safety and Sanitation

Cooking

Food Preparation

Stock Control

Marketing

Food Services

Key Performance Indicators (KPIs)

Event Catering

Top common skills in demand:

Customer Service

Cleanliness

Communications

Management

Sales

Enthusiasm

Coaching

Operations

Training and Development

Teamwork