A new Staffordshire Bull Terrier mascot called Staffy has been unveiled as part of plans to promote Staffordshire as a visitor destination.
The character has been introduced by the Staffordshire and Stoke-on-Trent Visitor Economy Partnership and will be used across a three-year programme aimed at growing the county’s tourism economy.
Staffy has been created with the help of Stoke-on-Trent animation studio Carse & Waterman and will act as a visual guide to Staffordshire’s attractions, events, and towns.
The mascot is due to make its first major appearance on Friday 1 May, marking the tenth anniversary of Staffordshire Day.
Public art trail planned for Stafford
One of the centrepieces of the programme will be the launch of The Staffy Trail, a new public art trail featuring large-scale sculptures of the mascot placed across Stoke-on-Trent city centre, Stafford, and Tamworth.
The three locations have been described as key gateways into the county, linking Staffordshire to nearby cities including Birmingham, Manchester, and Liverpool, as well as major airports.
Each sculpture will be designed by local artists, with concepts inspired by ideas submitted by school children. Organisers say the trail is intended to encourage people to explore town centres, spend time locally, and support nearby shops, cafés, and visitor attractions.
A growing visitor economy
Tourism in Staffordshire is currently estimated to be worth more than £2.7 billion, with the county positioning itself as an outdoor, family-friendly destination alongside its heritage and cultural attractions.
Arthur Barnard, Chair of the Visitor Economy Partnership, said the mascot provided a simple way to bring those strands together.
He said
“Staffy gives us a fun and friendly way to show the country why Staffordshire is the nation’s playground.
“We’re home to some of the biggest and best attractions in the UK, and our location makes us a natural gateway between major cities and airports.
“Staffy brings all of this together and will inspire more people to get out and explore.”
Council backing for the scheme
The project is being supported by Staffordshire County Council as part of wider work around economic growth and recovery.
Martin Murray, Acting Leader of the council and Cabinet Member for Economy and Skills, said the visitor economy had grown significantly in recent years.
He said
“Staffy is a brilliant symbol of the pride people feel in Staffordshire. Our visitor economy has grown by 35% since before the pandemic, making us one of the fastest-recovering destinations in the UK, and there is still so much more room for further growth and expansion.
“This year we want to build on our success and showcase Staffordshire as the nation’s playground, active, adventurous and full of unique experiences.
“The Staffy Trail and our Staffordshire Day programme will help attract visitors, boost local spending and shine a spotlight on everything that makes our county special.
“We look forward to working with businesses to make this our biggest celebration yet.”
How businesses can get involved
Local businesses and organisations will be invited to take part in the scheme by becoming Staffy Supporters. This includes sponsoring individual sculptures along the trail or getting involved in Staffordshire Day events taking place across the county.
More information about sponsorship opportunities, confirmed trail locations, and the wider anniversary programme is expected to be released in the coming months.
