Delivering impact
through Partnership

Our VALUE

Tourism brings in more than £4.3bn per year to the Cheshire and Warrington economy and supports more than 38,000 jobs.

VISITOR ECONOMY

Tourism is one of Cheshire and Warrington’s great strengths.

In 2024 it was worth £4.3bn and employed 38,000 people. Behind those numbers are the people that drive our visitor economy: from the family-run guesthouse in Knutsford, to students working part-time shifts in our world-leading tourist attractions, and local farm-to-fork suppliers.

Chester Zoo, Jodrell Bank, Anderton Boat Lift, and our historic market towns are all nationally recognised. Our countryside is a natural health service that offers space to breathe, a growing cultural and events scene, and a reputation for quality experiences, from luxury spas to fine dining.

Our strengths are many. However, the sector also faces challenges, from cost-of-living pressures to competition with nearby destinations. Which is why we work closely with local authorities, attractions and businesses to coordinate and strengthen the visitor economy, ensuring it grows in a way that is sustainable, inclusive and future-ready.

visitcheshire.com is the dedicated home of our visitor economy activity. It’s where visitors are inspired to discover the destination, and it is also our hub for industry engagement.

Through Visit Cheshire, partners can access training, insight, toolkits,and the annual Tourism Awards. For consumers, it’s a trusted source for offers, events, itineraries and bookable experiences for days out and short breaks across Cheshire.

Walking at Beeston Castle ©Marketing Cheshire

PLACE MARKETING

Defining and refining Cheshire's story

Think about Cheshire, what do you picture? Roman walls andTudor rows, stunning countryside and clothbound cheese, a grinning cat... or acutting-edge science sector, a race to decarbonisation, an unknown location ofworld firsts. Place marketing brings these strands together into one coherentstory.

The story we tell influences more than visitor numbers. It shapes how investors see our economy, how students choose where to study, how families decide to relocate, and, most importantly, bolstering community pride, how residents feel about their own home.

We define and refine how we tell a consistent story – one that reflects our heritage and our modern strengths. Promoting the area through campaigns, media relations, brand assets, and ambassador programmes, showcasing nationally and internationally that Cheshire and Warrington is not only green, pleasant and welcoming but also well-connected, innovative and ambitious for the future.

Jodrell Bank Lovell Telescope on a stary night ©Marketing Cheshire

Supporting the sector

Partnership led organisation

Collaborating with public and private sector partners across the region, underpinned by Visit Cheshire.

Destination Leadership

Delivering national visitor economy priorities through accredited partnership status.

Destination Advocacy

Representing sector interests and championing tourism at regional and national levels.

Sector led Governance

Providing oversight, accountability and strategic direction through our Advisory board.

Place Promotion

Showcasing Cheshire and Warrington through coordinated campaigns and activity.

Place Identity

Defining and promoting a clear, authentic story for Cheshire and Warrington.

Excellence

Celebrating excellence and recognising achievements across the visitor economy with a dedicated Tourism Awards

Intelligence

Using research and data to inform decisions, investment and future planning.

Strategy and Research

The visitor economy is one of the sub-region’s most significant sectors, but it is also one of the most competitive regionally. To stay ahead, we can’t rely on assumptions or short-term fixes.

We need hard evidence to guide investment, measure progress and to anticipate trends. That’s why research sits at the heart of everything we do.

We gather information from a wide range of sources: STEAM data tracks visitor numbers, spend and jobs supported; accommodation surveys monitor occupancy; and attraction performance gives us real-time feedback on how the market is behaving.

Along with segmentation models and data from VisitEngland we share intelligence with partners, fed into strategy, and develop trends and insight.

Documentation

Destination Management Plan

11 Jun

In 2024 we launched our Destination Management plan which sets out our ambitious vision for Cheshire and Warrington over the next five years, shaping the region into a nationally recognised, aspirational destination by 2029.

Download

2024 STEAM Reports - Warrington

1 Apr

As the official source of tourism intelligence for the county, our STEAM reports are a valuable tool for understanding the performance of Cheshire’s visitor economy and identifying opportunities for growth.

Download

2024 STEAM Reports - Cheshire West

1 Apr

As the official source of tourism intelligence for the county, our STEAM reports are a valuable tool for understanding the performance of Cheshire’s visitor economy and identifying opportunities for growth.

Download

2024 STEAM Reports - Cheshire East

1 Apr

As the official source of tourism intelligence for the county, our STEAM reports are a valuable tool for understanding the performance of Cheshire’s visitor economy and identifying opportunities for growth.

Download

2024 STEAM Reports - Cheshire Wide

1 Apr

As the official source of tourism intelligence for the county, our STEAM reports are a valuable tool for understanding the performance of Cheshire’s visitor economy and identifying opportunities for growth.

Download