Recognising the worth of every member of the community of North Staffordshire such that all are valued and give and receive respect. Exploring ways in which the well-being of everyone can be improved to the advantage of the whole community. Establishing a right and just society which is as welcoming to its visitors as it is to its residents.

The locality of North Staffordshire has oft-times been neglected in terms of economic advantage through the centuries. This neglect has influenced the impression that it is an area of little worth, in terms of its People, Places, Products and Proclivities. This charity strongly believes that the very reverse is true and is set to prove it!

North Staffordshire will become a world leader in tourism, building on its renown for the friendliness and creativity of its people and signposting the wealth of history and heritage which exists in the area, together with the many places of interest and beauty.