Tourism has the potential to create thousands of new jobs and pump more than £1b into the local economy, South Cheshire Chamber members were told.
Speaking at the Chamber’s annual business luncheon, Cheshire East Council leader Rachel Bailey highlighted aims of the authority’s Visitor Economy Strategy which hopes to boost the area’s profile as a ‘staycation’ destination offering countryside, heritage and culture.
The industry is currently worth £807 million to Cheshire East and the council is helping to lead a campaign to drive forward growth and increase its value to £1.076 billion by 2020.
Last year the borough welcomed more 15m visitors, supported by more than 10,000 people employed in the sector. Working with Marketing Cheshire and other key partners, the council hopes to attract 19m visitors to the area and jobs for 14,648 people.
South Cheshire, said Cllr Bailey, had a great deal to contribute to the borough’s overall appeal and was well placed to capitalise on its diverse rural offer including pretty canals, marinas and farm shops as well as quirky attractions and huge festivals.
She said: "We are fortunate enough to have a strong variety in our visitor offer with outstanding award-winning attractions, beautiful countryside and rich heritage and culture all of which can be accessed via two international airports and excellent road and rail links.
"The strategy aims to capitalise on our local visitor economy’s growth potential through creating the conditions for it to thrive and attract visitors and investment.”
The strategy aims to strengthen the pull of the area and draw more long-stay visitors while tapping into key trends such as ‘health tourism’ among people keen to support their wellbeing with spa breaks and treats.
It will build on the area’s already excellent reputation as a wedding destination. Today more than 70% of marriages carried out in Cheshire East are between non-resident couples drawn to its picturesque stately homes, gardens and hotels.
The authority and its partners hope to encourage day visitors to stay longer by providing an intinerary of similar places in the borough to visit.