Chester Zoo CEO Jamie Christon has taken part in a national tourism discussion in Parliament, highlighting the vital role of regional visitor attractions.
Joining TV personality and hotel owner Alex Polizzi for the talks with MPs, Christon spoke about the importance of investment, improved transport links and greater national recognition in helping destinations like Cheshire attract more guests.
The session, part of the House of Commons' Digital, Culture, Media and Sport Committee’s inquiry into tourism, explored how tourism supports jobs, businesses and communities.
Chester Zoo, for example, enjoys more than 2.1 million visits each year and is the UK's most-visited attraction outside London.
Chester Zoo enjoys more than 2.1 million visits each year and is the UK's most-visited attraction outside LondonChester Zoo
Its role also extends beyond tourism, and as a conservation and education charity, the zoo uses income generated by guests to fund conservation work in the UK and around the world.
“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," said Christon.
"Major attractions like Chester Zoo also have a role that goes well beyond the visitor experience," he added.
"We’re a conservation and education charity, a major employer and a partner in work that benefits the region and the natural world."
Investment in regional tourism
The discussion also considered ways to encourage more international visitors to travel beyond London, such as improved transport connections and greater national recognition.
"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," Christon said.
"We were pleased to share our perspective and help ensure Cheshire’s voice is heard in that conversation."
Over the weekend, Chester Zoo launched an immersive experience called Our Story with David Attenborough following its successful run at London's Natural History Museum.
