German media discover Staffordshire’s arts and crafts with VisitBritain excursion

Some of the most respected travel writers from German-speaking media have spent four days exploring Stoke-on-Trent and Staffordshire on a press visit organised by VisitBritain.

Journalists writing for some of Germany and Austria’s leading newspapers and magazines rolled up their sleeves in working potteries, met makers and market traders in the historic town of Leek, and took in the dramatic landscapes of the Staffordshire Peak District.

The group included writers commissioned by, or writing for, some of the most influential titles in the German speaking world, including Stuttgarter Zeitung, a major regional daily with a print run of around 331,000, named “Travel Section of the Year 2025”; Frankfurter Allgemeine Sonntagszeitung, one of Germany’s most prestigious national quality newspapers, reaching around 600,000 readers; and reisen EXCLUSIV, a premium travel and lifestyle magazine for affluent travellers seeking high-end, experiential holidays.

The visit is part of VisitBritain’s work to spread the benefits of international tourism beyond London and into England’s regions, inspiring overseas readers with holiday ideas they can book, and bringing new visitors and their spending to local businesses and communities.

Patricia Yates, CEO of VisitBritain, said: “International media visits play a vital and valuable role in telling Britain’s unique story in an authentic, meaningful way.

“They provide influential travel writers with exciting experiences, encouraging their readers to explore more, stay longer, and spend more when they’re in Britain, boosting our visitor economy.

“Our German-speaking markets are among our most important – with Germany our second most valuable for visitor spend, and Austria also showing strong year-on-year growth.

“It was fantastic to work with the team at the Staffordshire and Stoke-on-Trent LVEP, capitalising on their expertise and connections to ensure that our German speaking writers were shown why the Midlands is so special.”

Arthur Barnard, Chair of Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership, said: “Staffordshire and Stoke-on-Trent have so much to offer international visitors, from our world-famous ceramics heritage and historic houses to beautiful countryside, joyous network of canals and some of the UK’s best-loved attractions.

“Welcoming VisitBritain and international media gives us a fantastic opportunity to showcase the destination to new audiences overseas.

“Every visitor who comes here makes a real difference. The money they spend in our hotels, restaurants, shops and attractions supports local jobs and businesses and helps our communities thrive.”

Germany is one of Britain’s most valuable inbound markets. In 2024, German residents made 3.3 million visits to Great Britain and spent a record £2.1 billion, making Germany the second largest inbound market by spend.*

Coverage in trusted German and Austrian titles helps put Staffordshire and Stoke-on-Trent on the map for these travellers, supporting attractions, hotels, restaurants and makers across the county and city.