Tourism spending has hit a new record in Cheshire East thanks to higher visitor numbers and longer hotel stays.
Income generated by the visitor economy is estimated to have reached £807m in 2014, a rise of 9.4% on the prior year and nearly 50% up on 2009.
The figures were arrived at using the STEAM method for calculating the value of the visitor economy, which uses locally-derived data from a variety of sources including tourist information centres, visitor attractions and events, accommodation bedstocks and occupancy rates. The data is then analysed to produce estimates of the number of visitors, visitor days, employment supported by tourism, and revenue generated.
Councillor Gilbert, Cheshire East Council's Cabinet member for communities, said: "Tourism growth in Cheshire East has exceeded our targets and is way above industry expectations.
"With the new visitor facilities planned at Jodrell Bank, hotel developments due imminently and the prospect of an HS2 hub station at Crewe, we can anticipate even better to come."
Cheshire East Council Leader, Councillor Michael Jones, said: "The success of our visitor economy is great for the borough, great for jobs and great for local businesses.
"The Council is doing all it can to support this successful industry and to promote Cheshire East as a destination for leisure and business tourism."
The number of people employed in tourism in the Borough grew by 3.7% in 2014 to 10,900, which means that the industry has boosted its workforce by 26% since 2009.
The total number of visitors increased 5.2% to 14.62 million last year. They spent 15.8% more on accommodation, 8.4% more on food, drink and recreational activities and 8.5% more on shopping.
There was a slight drop of 1.2% in the numbers staying in hotels, guest houses and holiday cottages in 2014, but those who did stay spent 11.1% more, and average hotel occupancy is now rising, reaching 72.3% in April 2015 compared with 71.2% a year earlier.
Photo: Planet Pavilion at Jodrell Bank by Anthony Holloway.
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However, no matter, so long as CEC have the attractions comprehensively supported and marketed globally, then it is an excellent opportunity to grow the economy without sacrificing our green belt.
WTC should put their thinking caps on too. We too have our attractions to make us a valued destination.