Chester Zoo Chief Executive Jamie Christon has helped put Cheshire’s visitor economy in the national spotlight, joining leading hospitality figure and TV personality Alex Polizzi at Parliament to discuss the future of tourism in the UK.
Jamie was invited to contribute to a session of the House of Commons Digital, Culture, Media and Sport Committee’s inquiry into tourism, sharing his perspective as Chief Executive of one of the UK’s most visited attractions, as well as Chair of Marketing Cheshire and the British and Irish Association of Zoos and Aquariums (BIAZA). The session also heard from Alex Polizzi, who shared her perspective on the hospitality sector.
The 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.
Welcoming more than 2.1 million visits each year, Chester Zoo is the UK’s most visited 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.
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.
Jamie Christon, Chief Executive of Chester Zoo and Chair of Marketing Cheshire, said:
“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.
“Major attractions like 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 counties like ours are recognised nationally, and that destinations have the transport connections and local support they need to attract visitors and thrive. We were pleased to share our perspective and help ensure Cheshire’s voice is heard in that conversation.”
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.
