A bold, new vision to grow Cheshire East’s visitor economy by £165million and to create almost 1,300 new jobs will set out the way forward for the UK’s tourism industry as it helps drive the nation’s economic recovery.
The local authority’s new strategy, revealed last week, puts it at the forefront of Government plans for tourism to play a pivotal role in the nation’s growth strategy. Cheshire East sees business tourism playing an important part in delivering its aims.
The strategy has identified the business tourism sector as a key area for potential growth and highlights its “strong product range” for conferences and meetings, ranging from stately homes to conference hotels.
The path-finding expansion plans have been revealed at a time when many other areas of the UK are cutting back heavily on their support for tourism.
However, Cheshire East has revealed ambitious targets to:
- Grow the area’s visitor economy – currently worth £653m – to £818m a year by 2015
- Create nearly 1,300 new jobs directly linked to tourism over the same period
- Increase visitor numbers to Tatton Park, one of Cheshire East’s distinctive meeting and conference venues, to one million by 2015
At the heart of the new strategy is effective partnership working between the council, tourism body Visit Chester and Cheshire, alongside private and public sector operators, such as Tatton Park and Jodrell Bank, where a new £3.5m discovery centre is being created.
The strategy will dove-tail with the Government’s action plan – unveiled by Tourism Minister John Penrose last week – to fully capitalise on the wider economic opportunities created by next year’s Diamond Jubilee and Olympics.
It also aims to build on Cheshire East’s history and location, its picturesque towns, waterways, beautiful countryside and Cheshire’s Peak District, as well as a programme of key events throughout the year such as the RHS Flower Show and the Pageant of Power.
Showcasing the uniqueness, quality and distinctiveness of the area’s visitor offering, from major destinations, such as historic Lyme Park, to niche attractions, like Macclesfield’s Silk heritage, will similarly play a major part in delivering the Cheshire East action plan.
One of the main priorities will be completion of the ambitious vision for the popular National Trust mansion and gardens at Tatton Park, the area’s most visited attraction, which currently delivers £8.8m into the local economy.
Cheshire East will also work with its partners through a ‘Visitor Economy Forum’ to help deliver the strategy.
Latest figures reveal the tourism industry employs more than 10,000 people in Cheshire East and in 2008 almost 17m visitors enjoyed the area’s attractions.
Brendan Flanagan, Tatton Park and Visitor Economy Manager at Cheshire East, added: “One of the keys to success in Cheshire East is the way we are developing our Visitor Economy through effective partnerships."
“The council is working closely with Visit Chester and Cheshire and a range of other partners representing many aspects of tourism within the region, from local businesses to national organisations."
“This work makes an important contribution to Cheshire East’s economy, its image and benefits the local community through jobs, amenities and local pride.”
Chris Brown, Chief Executive of Visit Chester and Cheshire, said: “Cheshire East has produced a strategy of real vision, which highlights the importance the visitor economy will have in helping to drive the economic recovery of the area.
“It also highlights the need for a partnership approach to deliver the benefits a growing visitor economy will bring, not just to the economy, but to communities and people across the area."
“A healthy and growing visitor economy generates economic and social benefits for businesses and residents. It supports and creates jobs, as well as providing amenities and investment that benefit communities.”
The strategy also aims to make it easier for visitors to plan and book their trips and to find the information they need to make the most of their stay.
James Berresford, Visit England’s Chief Executive, described tourism as a hugely important economic driver and one of but a few sectors that, if properly supported, can offer real growth potential. He pointed out the tourism industry is worth £97billion and supports in excess of two million jobs in the UK.
