Arts Council England is investing £300,000 to put arts and culture at the heart of new plans to attract more tourists to Stoke-on-Trent.

The investment comes from the Arts Council’s Cultural Destinations programme which gives arts and cultural organisations the resources they need to increase their reach and impact by working with the tourism sector.

The £300,000 will support local arts and cultural organisations, led by Stoke-on-Trent City Council, to team up with partners including The Potteries Museum and Art Gallery and Visit Stoke to attract more visitors to the city.

This joined up approach will ensure the local arts and culture offer is capitalised upon as part of a new Destination Management Plan.

The funding will support market research and evaluation, improved visitor information and the mapping out of a new year-round cultural programme for the city with seasonal highlights aimed attracting visitors.

Peter Knott, Midlands Area Director, Arts Council England said: “This investment presents a really exciting opportunity to put art, culture and creativity at the heart of plans to bring both domestic and international tourists to Stoke. Over the coming years, we hope to see these new partnerships and joined up approach encouraging growth in the local visitor economy.”

Councillor Terry Follows, Cabinet Member for Greener City, Development and Leisure said: “This funding is a wonderful opportunity to develop cultural tourism in Stoke-on-Trent. Arts Council England is already providing funding to the city through the Creative People and Places programme. The scheme, delivered by Appetite, is having a huge impact on encouraging people to take part in arts activities and has already helped thousands of people experience and be inspired by art. This new funding will build on that by strengthening the visitor economy in the city. It will help us to improve infrastructure, developing sustainable and creative working partnerships between culture and tourism sectors. It comes at a fantastic time as we are bidding to be UK City of Culture 2021.”

A total of £800,000 will be invested in four projects across the Midlands.