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White on brown tourism signs

Tourism signs (white on brown) are intended for essential directional guidance to tourist attractions for traffic.  Staffordshire County Council's Highways Team is responsible for considering and approving all applications for tourism signs. To read the policy document and find out about the fees, visit

What is a tourist attraction?

A tourist attraction is broadly defined for signing purposes as a permanently established destination or facility that attracts, or is used by, visitors to an area, and which is open to the public without prior booking during its normal opening hours. 

How to apply

A non-returnable fee is payable when an application is submitted to cover the cost of vetting the application. 

The tourist attraction will also be expected to pay for the cost of any signing scheme, together with an additional sum to cover administration and design costs, as well as and future routine maintenance of the signs.

How we can help

If you would like a letter of support from the district council to accompany your application, please email our communications & tourism manager at or call 01543 308708.

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Get in touch or visit...

Our location and travel details >>

Phone our contact centre: 01543 308 000
District Council House, Frog Lane, Lichfield, Staffs, WS13 6YY

If you need to contact a team direct, please visit our contacts page for team phone numbers and email addresses.

Opening times

Our main reception at Frog Lane in Lichfield is open Monday - Friday, 8.45am - 5.15pm. Our phone lines close at 5pm.