Successful events lead to record 16m visitors
THE borough’s burgeoning visitor economy has been hailed as its best ever thanks to its popular festivals and sporting activities.
Cheshire East Council says its visitor economy rose by 6.3 per cent from last year, placing the total value of hospitality and visitor revenue at £895m.
A record 16 million visitors passed through the borough thanks in part to the Tour of Britain international cycle race and major festivals such as Rewind and Bluedot.
Employment in the borough’s visitor economy has also risen, with a 3.5pc increase in full time equivalents to 11,493.
And overnight stays in 2016 injected £188m into the hotel industry – an increase of 4.5pc on the previous year.
Councillor David Brown, deputy leader of Cheshire East and cabinet member with responsibility for tourism and the visitor economy, said: “This is excellent news for Cheshire East, the council and our outstanding hospitality and tourism industry.
“More people are discovering what the borough has to offer.
“Hosting the country’s most successful stage of the Tour of Britain gave an added boost and showcased the borough to the world.
“Then of course there is the business tourism and the large numbers of people who visit the borough purely for business reasons but who often stay for longer than planned or return with their family.”
The figures, which have been calculated through the Scarborough Tourism Economic Analysis Monitor, also reveal a 64.6pc increase in the value of the visitor economy to Cheshire East since the borough came into being in 2009.
With continuing investment in the borough’s heritage attractions at Tatton Park, Quarry Bank Mill and Jodrell Bank, and hopes to host the 2018 Tour of Britain, the council is well on its way to reaching its long-standing aspiration to create a visitor economy worth £1billion by 2020.
Katrina Michel, chief executive of Marketing Cheshire, said: “Cheshire East is developing a distinctive visitor economy that is in touch with what today’s visitors want – a great mix of outdoor experiences, unique events and high-quality accommodation.
“Its location between Manchester Airport and HS2 Crewe means that it is set fair for significant growth in the future.”