CHESTER’S TOURISM PARTNERS AGREE COLLABORATION IS KEY TO A THRIVING CITY

Tourism partners from across the city joined together on Tuesday to discuss the potential opportunities for Chester’s visitor economy at an event orchestrated by Destination Chester, on the eve of the network’s two-year anniversary.

City leaders, including spokespeople from Chester Zoo, Chester Business Improvement District, Storyhouse and Chester Racecourse, joined the stage with retailers, restaurateurs and business owners in a detailed analysis and discussion of what has worked across the city for tourism success in the past. They were joined by Cheshire West and Chester Council and Marketing Cheshire. They also explored Chester’s evolution into a neighbourhood city, with a strong emphasis on leisure, culture, and residential investments to sit alongside the retail and hospitality sector, and how the city is geared for the full return of international travel. 

Highlights for 2022 will include the opening of the Northgate scheme, the city’s new market and a multi-story carpark. Jamie Christon, chair of Destination Chester said: ‘Chester is on the cusp of something big. The development of Northgate and our emergence from the pandemic means it is vital we come together as one. Destination Chester acts as the voice of the future for our city and our single, strong network of true professionals will ensure this city flourishes.’ 

Chester BID chairperson, Katrina Kerr stressed the importance of getting the basics right to improve visitor’s experiences: ‘Clean, Green and Safe - Cleaning the city, keeping it safe and offering an easy and cost-effective parking solution are fundamentals for any city centre visitors and a priority for our city businesses.  

‘Our retail and hospitality sector is robust with some really strong independents sitting alongside big brands and also national retail operations that offer an experiential experience; that encourage the need to visit, look, touch and feel – like White Company, Barbour, Lush for example. We also have a brilliant range of neighbourhood-style retail operations like opticians, beauty salons, chemists and grocers – which we now know post pandemic are crucial to a high street’s survival. This year is set to be a strong year for the city centre.’ 

Chester was named ‘City of the year’ in the 2021 UK Staycation awards with judges naming it a ‘compelling destination with some creative thinkers who feel passionately about it.’ Tourism attractions continue to look at creative ways to entice visitors in 2022, Storyhouse will see its Grosvenor Park Open Air Theatre expand its offering and lengthen its season, while Chester Zoo continues to invest in infrastructure and Chester Racecourse look ahead to their first full season of racing post pandemic with a view to integrate more into the city business community.   

A panel of independent retailers discussed the thriving independent scene in the city centre, and whether Chester holds the title of independent capital of the Northwest. With over 200 independent retailers and hospitality operators in the city, the independent sector has grown in Chester over the pandemic, suiting the architectural style of the city, where some smaller historic units are not suitable for bigger chains. 

Charlie Seward, Deputy Chief Executive of Cheshire West and Chester Council emphasised that collaboration has been key to the city’s success: ‘It’s fantastic to see people coming together with shared vision and ambition and speaking with one voice. In the next year alone there will be lots to shout about.  We will see the opening of the next phase of Northgate, bringing Picturehouse cinema to the city, along with a vibrant new market, car park, and new food and drink operators including Cosy Club, the Florist and Brewdog all clustered around the fabulous new Exchange Square.  

‘Combined with an exciting year-round programme of cultural events and the continued growth of our independent sector, Northgate will reinforce Chester as the best place to live and work in the North West and a shop window for national and international investment into the region.’