Tourism contributed over £277 million to the local economy and supported over 3,500 jobs in the Staffordshire Moorlands in 2017 according to the latest figures.
STEAM data, which assesses the economic impact of tourism and measures visitor numbers, visitor days and the number of jobs the tourism industry supports, shows increases in every area.
The figures show that since 2016:
the economic impact of tourism has risen by 6.3% to £277.67m
Visitor numbers are up to 5.25m - an increase of almost 5%
Visitor days totalled 6.33m - up 4.4%
Employment supported by tourism has increased by 3.5% to 3,694 jobs
Councillor Mike Bowen, cabinet member for tourism at Staffordshire Moorlands District Council, said: "These latest figures are great news for the local economy and our businesses. Tourism, and our ability to continue to attract visitors, will always be a key factor in keeping the Moorlands vibrant and making sure it features on people's 'places to visit' lists.
"There are plenty of reasons to come to the Moorlands - not least our fantastic location at the heart of the country surrounded by the stunning landscapes of the Peak District. We've got the perfect blend of busy market towns, chocolate-box pretty villages, a rich cultural heritage and a reputation for a warm and friendly welcome coupled with fantastic venues to stay, eat and drink and visit.
"People may have heard me describe the Moorlands as a 'hidden gem'. I still think it is although these latest figures show an increasing number of people are discovering all that we have to offer. It's a trend we can expect to see continue and I know all those involved in the hospitality trade will stand ready to offer the warmest welcome to all our visitors - new and old."
