Unlocking tourism potential in the Moorlands

Published on 14 March 2023

Staffordshire Moorlands District Council has set out its vision for the role tourism can play in unlocking the area's potential - boosting both the District's reputation and the local economy.

The Council's Tourism Strategy sets out the key priorities and an action plan to deliver innovative, sustainable and inclusive growth to develop the Moorlands as a stronger destination by improving the offer to day visitors and people planning longer staycation breaks.

The Strategy is based on four areas:

• Alton Towers - unlocking investment to create a year-round driver of visits
• Towns and villages - creating animated hubs with distinct food and drink to increase the amount of time people spend here
• Active experiences - develop cycling and walking routes, trails and events
• Accommodation - expand, improve and encourage investment

It was developed following engagement with public, private and third sector stakeholders.

Councillor Keith Flunder, Cabinet Member for Tourism, said: "The Moorlands is a hidden gem at the heart of the country with a wide range of cultural and natural assets, visitor attractions and leisure opportunities to suit people to all ages and interests.

"The Council wants to raise the profile of the Moorlands so it becomes a stronger destination as a place for both day visits and longer holidays. Improving what we offer, and building our reputation, will unlock the District's potential and boost the local economy."

You can find out more about the Council's plans on our website.

And to underline just what the Moorlands has to offer, several businesses from across the Moorlands brought home accolades from the Enjoy Staffordshire Tourism and Good Food Awards.

Five Moorlands businesses were named Gold Award winners ranging from Alton Towers (Accessible and Inclusive Tourism and Ethical, Responsible Sustainable Tourism) to the Tawny Hotel (Large Hotel of the Year).

Butterton's Black Lion Hotel was named B&B and Guest House of the Year; Duck Goose were named Casual Dining Restaurant of the Year; and Quarry Walk Park took Camping, Glamping and Holiday Park of the Year.

Moorlands businesses were also honoured with silver and bronze awards - you can read the full list of results on the Enjoy Staffordshire website.

Councillor Flunder added: "We've got some amazing businesses in the Moorlands and it's fantastic to see so many of them being celebrated and winning well-deserved awards. Congratulations to everyone who won or who was shortlisted."