Cheshire and Warrington's Visitor Economy Surpasses £4bn Despite Industry Headwinds

Cheshire and Warrington's tourism sector has demonstrated remarkable resilience, with the visitor economy surpassing £4bn for the first time since the Covid outbreak - recording 59.3 million visitor days in 2024 - even as businesses navigate significant financial pressures.

The latest STEAM economic impact report reveals the region's visitor economy was worth £4.32bn in 2024, up 10.7% on the previous year and matching the 2019 pre-pandemic figure. Total visitor numbers reached 59.3m, a 5.7% increase year-on-year.

Overnight stays showed encouraging growth, with 3.8m people choosing to stay one night or more in Cheshire and Warrington - a 1.4% rise on 2023 and surpassing the 2019 figure of 3.69m.

However, the data also highlights the pressures facing the region's hospitality sector. While total tourism employment rose 3.9% to 39,473 people, serviced accommodation businesses saw a 4.2% decline in jobs - from 4,769 positions in 2023 to 4,569 in 2024 - reflecting the challenging operating environment for hotels and guest houses grappling with increased costs, tax burdens and regulatory pressures.

The region's leaders acknowledged both the sector's strength and the headwinds it faces, emphasising that the forthcoming Cheshire and Warrington Combined Authority - with its multi-million-pound budget and enhanced powers including skills and transport investment - will be crucial in supporting businesses while building on the destination's world-class attractions.

These include Chester's Roman history and the world's oldest racecourse, Warrington's Gulliver's World theme park, and the UNESCO World Heritage site at Jodrell Bank's Discovery Centre.

Chester Zoo recently reported a record 2.13m visitors passed through its gates in 2025, while more than 200,000 people enjoyed the launch of Lapland UK at Capesthorne Hall in November and December, suggesting the growth continued last year

Regional Performance in 2024:

• Cheshire East: Visitor days increased from 14.99m to 16.02m; visitor economy valued at £1.12bn (up 11.6%); employing 10,479 people
• Cheshire West and Chester: Visitor days rose from 31.44m to 32.9m; visitor economy now worth £2.48bn (up 9.9%); employing 22,441 people
• Warrington: Visitor days grew from 9.66m to 10.4m; visitor economy valued at £717.93m (up 12%); employing 6,554 people

Jamie Christon, Chair of Marketing Cheshire and CEO of Chester Zoo said: "Reaching £4bn and matching pre-pandemic levels demonstrates the fundamental strength and appeal of our destination. However, we're acutely aware of the cost pressures, tax increases and regulatory challenges facing our tourism businesses - particularly in the accommodation sector. As we work with the proposed Combined Authority, supporting our businesses through these headwinds while maintaining growth will be paramount. Our world-class attractions continue to draw millions of visitors, but we must ensure the policy and operating environment allows tourism businesses to thrive and invest in their future."

Jean Flaherty, Deputy Leader of Warrington Borough Council and Marketing Cheshire Board Member, who leads for the visitor economy on the Cheshire and Warrington Combined Authority Shadow Board:

"These figures show our visitor economy's resilience in challenging times. The £4.32bn contribution supports nearly 40,000 jobs, but we recognise businesses are facing significant pressures. The forthcoming Combined Authority will give us tools to support the sector - through better transport, strategic investment and a united voice on the challenges facing tourism businesses. We're committed to sustainable growth that works for both businesses and communities."

Sarah Callander Beckett, Chair of the Destination Cheshire Tourism Forum and owner of Combermere Abbey:

"Breaking through the £4bn barrier while businesses face such significant challenges shows both the quality of our offering and the determination of our tourism operators. The diversity of attractions - from Delamere Forest and Tatton Park to Jodrell Bank, BeWILDerwood and The Ice Cream Farm - continues to draw visitors. However, the decline in serviced accommodation employment is a concern that reflects the cost and tax pressures across the hospitality sector. Tourism leaders across Cheshire are working together not just to attract visitors, but to ensure our businesses have the support they need to weather these challenges."

Colin Potts, Chair of Destination Chester:

"Chester's performance - with 30.59 million visitors and a £2.48bn contribution to Cheshire West and Chester's economy - shows the city's enduring appeal. Our blend of 2,000 years of history with contemporary attractions and world-class hospitality continues to resonate. However, we cannot ignore the pressures on our sector and as we celebrate this growth, we must also advocate strongly for policies that allow tourism businesses to invest, employ and continue delivering the experiences that make Chester one of Britain's most loved cities."