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Cultural Destinations Programme – Putting Culture at the Heart of the Visitor Economy

Mr Wilsons Second Liners from The Big Feast 2015 (Image courtesy of Andrew Billington Photography)

Culture and the visitor economy have an interdependent relationship. Cultural attractions, including theatres, art galleries, festivals and museums, attract visitors to a destination and their spending helps to sustain these cultural venues and organisations.


Cultural Destinations is an initiative that was developed by the Arts Council in partnership with Visit England, the national tourist board. The £3.2m funded programme aims to increase the reach of those experiencing arts and culture, the sustainability of cultural organisations in local destinations, and to encourage the public and private sector to work together to support the growth of the local visitor economy.


Closer working between the two sectors will support the development of ‘world-class cultural and tourism products’ that benefit domestic and international visitors.


From arts, literature and music, award-winning theatres and museums, festivals and contemporary arts events, to the outstanding Creative People and Places programme, Stoke-on-Trent has an amazing array of cultural attractions.


The Stoke-on-Trent Cultural Destinations programme which runs from 2017-2020 and is led by Stoke-on-Trent Museums Service will raise the city’s profile and attractiveness as a cultural tourism destination by strengthening its year-round cultural offer.


A Steering Group of cultural and tourism organisations has been established to deliver the Stoke-on-Trent Cultural Destinations programme. There are currently 10 Steering Group members:


  • Potteries Museum & Art Gallery
  • Visit Stoke
  • Stoke-on-Trent City Council Culture Team
  • Trentham Estate
  • World of Wedgwood
  • Middleport Pottery
  • British Ceramics Biennial
  • Appetite
  • b Arts
  • Staffordshire University


A Project Manager, Andy MacKay, has been appointed to support and manage the programme. Andy is located in the Potteries Museum & Art Gallery and can be contacted by emailing


Stoke-on-Trent is one of sixteen destinations receiving funding under round 2 of the Cultural Destinations programme. Further information is available on the Arts Council website

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