Council approves new five-year plan to grow Cheshire East visitor economy

Cheshire East Council has agreed a new strategy to grow the borough’s visitor economy over the next five years.

Councillors approved the plans on 17th January that provide a strategic framework for the continued recovery and growth of the borough’s tourism and hospitality sectors. The plan will see the council act as a catalyst for growth in the sector by investing in infrastructure, improving the local skills base and incentivising inward investment, with a view to grow the sector to a £1 billion industry by 2028.

Prior to the coronavirus pandemic, the local visitor economy was on track to exceed £1 billion, having been worth £994 million in 2019, but dropped by nearly half to £548 million in 2020. Recent data shows the sector’s output recovered by 34% in 2021.

The council’s strategy will look to capitalise the borough’s existing tourism assets. Jodrell Bank (pictured), near Macclesfield, is a UNESCO world heritage site, while Knutsford’s Tatton Park is the fifth most visited paid-for attraction in England. The borough also boasts accessible countryside, from riverside walks to the Peak District. This offer combines with high-quality accommodation, heritage attractions and historic gardens and world class events to provide a comprehensive offer for both day visitors and staying visitors alike.

Cllr Nick Mannion, chair of Cheshire East Council’s economy and growth committee, said:

“The picture is gradually improving as we have come out the other side of the pandemic. As we have adapted to living with Covid, so different opportunities have presented themselves.

“People’s attitudes towards tourism are changing and this strategy reflects that. Cheshire’s countryside will be even more vital to the prosperity and health of our residents and visitors and it brings opportunities for tourism as well as healthier lifestyles for local people.

“Our tourism offer is also perfectly placed to capitalise on the increasing number of people spending their leisure pound closer to home as the cost-of-living crisis has meant that many of us think very differently now than we did pre-pandemic, about how far we are prepared to travel. The fact that we are located so close to many large cities is another factor in our favour.

“We will all have to continue to work very hard to encourage people to visit our borough but I am confident that the strategy that we have agreed will provide a very clear direction in how we do this. I am very grateful to all those colleagues who have helped to produce this important document.”

The strategy and the priorities for 2023–2028 have been developed through consultation with hospitality and tourism business in Cheshire East, as well as drawing on evidence from local, regional and national tourism bodies.