With 2.1m visitors a year Chester Zoo is the most popular paid-for attraction outside London but chief executive Jamie Christon tells MPs more investment is needed into transport connections. Tony McDonough reports

Attractions such as Chester Zoo need better transport connections to reach their full potential as engines of the visitor economy, the zoo’s boss has told MPs.

Chester Zoo chief executive Jamie Christon was giving evidence to the House of Commons Digital, Culture, Media and Sport Committee’s inquiry into tourism. Jamie was also there as chair of Marketing Cheshire, the county’s main tourism body.

This discussion explored how tourism supports jobs, businesses and communities, and why destinations need investment and better transport connections to attract visitors and support local economies.

Joining Jamie on the panel was Alex Polizzi, star of TV’s The Hotel Inspector and a hotelier who is a member of the Forte family which is famous for its hotels.

Welcoming more than 2.1m visits each year, Chester Zoo is the UK’s most visited paid-for attraction outside London and a major draw for visitors to Cheshire. But its role extends far beyond tourism.

As a conservation and education charity with a mission to prevent extinction, it uses income generated by visitors to fund vital conservation work in the UK and around the world.

In September LBN reported Chester Zoo had generated record revenues of £70.5m in its most recent annual accounts. It employs almost 700 people with a wage bill totalling more than £30m.

Jamie also highlighted the contribution zoos make beyond tourism, from employment and education to scientific research and conservation, and the need for government to recognise this more fully.

“Tourism is hugely important to Cheshire. It brings people into the region, supports jobs and businesses, and generates income that benefits communities across the county,” he said.

“Major attractions such as Chester Zoo also have a role that goes well beyond the visitor experience. We’re a conservation and education charity, a major employer and a partner in work that benefits the region and the natural world.

“It’s important that tourism gems in countries such as ours are recognised nationally, and that destinations have the transport connections and local support they need to attract visitors and thrive.”

READ MORE: Cheshire visitor economy grows to £4.4bn in 2025

The discussion also explored how to encourage more international visitors to venture beyond London, with Jamie highlighting the strength of attractions across the North of England and the opportunity to bring more visitors to the region.

He said better transport connections and greater recognition of the role major attractions play would be important in helping destinations such as Cheshire attract visitors, support local businesses and deliver benefits far beyond tourism.