Boosted by surging numbers of people going to Chester Zoo and the growing popularity of other destinations the annual value of Cheshire and Warrington’s visitor economy is up 10.7% to £4bn. Tony McDonough reports
Cheshire and Warrington’s visitor economy has surpassed £4bn in value for the first time since the pandemic, new figures reveal.
According to the latest STEAM data (a widely used model for assessing the tourism economy in the UK) the visitor economy in the county was worth £4.32bn in 2024 – 10.7% higher than the previous year.
It matches the figure seen in the year just before the COVID pandemic. Visitor numbers in 2024 totalled 59.3m – a 5.7% increase.
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.
In 2024 Chester Zoo saw just under 1.99m visitors and reported record revenues of £63.1m. That momentum has continued into 2025 with the zoo seeing a record 2.13m visitors coming through its gates.
Other attractions proving popular 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.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 chief executive 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.
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“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.”