An Honour That Means So Much

A night at the Staffordshire & Stoke-on-Trent Tourism Awards is one I will never forget.

To be recognised with the Outstanding Contribution to Tourism award at the Visit Staffordshire and Stoke-on-Trent Tourism Awards was a tremendous honour, honestly a complete surprise and one that means a great deal to me, both personally and professionally.

Awards are always special, but this one felt significant. It represents not just a moment in time, but a journey for me spanning more than three decades, dedicated to building, backing and believing in Staffordshire.

What made the evening even more meaningful was the company. To stand alongside so many exceptional businesses, entrepreneurs and teams, all of whom are contributing to a vibrant and growing visitor economy, was genuinely humbling, especially at a time when many are facing financial pressures and growing costs.

From world-class, well-known attractions to independent cafés, from innovative new ventures to long-established venues, the breadth and quality of talent in our county is remarkable. Nights like this remind us that success is never achieved in isolation, it’s built together, through shared ambition, resilience and pride in where we come from.

When I reflect on my own journey, one of the things I am most proud of is the impact that Waterworld has had on Staffordshire. When we first set out, the ambition was clear: to create something big, something unique, and something that would draw people into the region. At the time, it was a risk, the business was failing but I knew it had so much more to offer than people realised.

Over the years, Waterworld has welcomed millions of visitors from across the UK. That footfall translated into real economic impact, supporting local jobs, boosting surrounding businesses, and helping to change perceptions of the area. For me, that is what legacy looks like. It’s not just about building a business; it’s about creating something that leaves a lasting mark on a place and its people.

Seeing Staffordshire now, with its thriving tourism sector, its diverse attractions, and its growing reputation, is incredibly rewarding. We are no longer a hidden gem; we are a destination in our own right. And that is down to the collective efforts of so many individuals and organisations who continue to push boundaries and raise standards year after year.

However, this recognition is not just about looking back, it is very much about looking forward.

I remain as passionate today as I have ever been about supporting the next generation of entrepreneurs. Staffordshire is full of untapped potential, talented individuals with ideas, drive and determination. Through my ongoing work and new initiatives, including investment into emerging businesses, my focus is on helping those individuals turn ambition into reality. Who knows through Momentum Capital, businesses in the tourism and hospitality sector could be among those helped?

If we want to secure long-term growth in our visitor economy, we must continue to invest in people, encourage innovation, and create an environment where businesses can thrive. That means thinking bigger, acting boldly and never becoming complacent.

The tourism and hospitality sector plays a crucial role in this. It’s not just about attracting visitors, it’s about shaping perceptions, creating experiences, and showcasing the very best of who we are. It supports thousands of jobs and brings opportunity into our towns and cities.

That is why evenings like the Tourism Awards matter. They shine a spotlight on excellence. They celebrate hard work, and they remind us all of what can be achieved with vision, hard work and determination.

I would like to take this opportunity to congratulate every single winner and nominee. Your dedication, creativity and commitment are what make Staffordshire such a fantastic place to visit, work and invest in. I look forward to seeing your future successes and what comes next.