This January marked a delightful milestone for Staffordshire’s visitor economy with the official launch of Staffy — a vibrant new mascot designed to champion everything that makes our county one of the most exciting places to visit in the UK. The launch was unveiled on 15 January 2026 at the Big Tourism Conference held at Uttoxeter Racecourse, drawing applause from tourism leaders, local businesses, and community partners alike.
What Staffy Is All About
At heart, Staffy is a cheerful Staffordshire Bull Terrier character created to spark curiosity about the many wonders of Staffordshire and Stoke-on-Trent. The project is the result of a creative collaboration between the Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership (LVEP) and households-known animation studio Carse & Waterman.
Rather than a static figure, Staffy is envisioned as an ongoing tour guide — a friendly face that helps residents and visitors alike explore the County’s:
• rolling countryside,
• heritage sites,
• world-class attractions,
• outdoor adventures and family experiences.
A Three-Year Strategy to Grow Tourism
The introduction of Staffy isn’t just about cute vibes — it’s part of a three-year plan to grow Staffordshire’s tourism economy, which is already worth more than £2.7 billion.
According to Arthur Barnard, Chair of the LVEP, Staffy provides a fun and friendly way to show the country why Staffordshire is “the nation’s playground”, bringing together the county’s natural beauty, heritage, and hospitality in a way that’s easily recognisable and engaging for audiences of all ages.
Martin Murray, Staffordshire County Council’s Acting Leader, emphasised that the County’s visitor economy has grown strongly since the pandemic, and that Staffy will help attract even more visitors to discover hidden gems and support local businesses across the region.
The Staffy Trail – A Towns-Wide Adventure
One of the most exciting elements tied to the launch is The Staffy Trail — a new public art experience set to debut on Staffordshire Day (1 May). Visitors will be able to wander through:
• Stoke-on-Trent City Centre
• Stafford
• Tamworth
…where they’ll find large-scale Staffy sculptures designed by local artists and inspired by ideas submitted by local schoolchildren. Each piece is intended to showcase unique stories and spark exploration across town centres — all while supporting nearby cafés, shops, and visitor attractions.
Get Involved: Staffy Supporters
The LVEP and Staffordshire County Council are inviting businesses and organisations to become Staffy Supporters — offering sponsorship opportunities for the trail sculptures and involvement in Staffordshire Day programming. This is a great way for local enterprises to gain visibility while championing the county’s cultural and tourism spirit.
Why Staffy Matters
Beyond its friendly look, Staffy is a strategic move to:
• strengthen Staffordshire’s identity as a top UK destination,
• boost economic activity by encouraging visitors to stay, explore, and spend,
• celebrate local creativity and community pride,
• connect cultural heritage with contemporary experiences.
With exciting events planned for the year ahead and a growing network of partners helping bring Staffordshire’s story to life, Staffy is more than a mascot — it’s a symbol of ambition, community, and shared experience
