Visitor economy business chiefs and leaders from Chester and Wrexham have pledged to work ever closer together to attract more visitors, encourage them to stay longer and spend more in the area.
Tourism leaders, hoteliers and transport providers recently came together as part of ongoing efforts to capitalise on Wrexham’s Hollywood football fairytale and combine it with the world class tourism offer of Chester, Cheshire and North Wales.
Organised by Marketing Cheshire and Destination Wrexham, and led by Visit England and Visit Wales, the event at the Grosvenor Pulford Hotel was about strengthening links between the close city neighbours, just 15 minutes away from each other by train.
The productive gathering comes after newly released data again highlighted Cheshire’s reputation as world-class visitor destination – with its history, architecture, burgeoning food scene and breathtaking scenery attracting more than 56m visitor days in a year.
While over the border Wrexham, which was awarded city status in 2022, remains in the global spotlight thanks to the Disney+ documentary series following Hollywood’s Ryan Reynolds and Rob McElhenney ownership of Wrexham Football Club.
The recent workshop looked at new opportunities that could bring hoteliers, transport operators, tour guides and travel agents together to create more cross border travel packages and experiences for visitors, including US and international visitors.
Ideas tabled included heritage and sport-themed packages straddling Chester and Wrexham. Travel itineraries could include football at Wrexham’s Racecourse Ground, the oldest international football stadium in the world, as well as horseracing at Chester Races, the world’s oldest racecourse.
Colin Potts, Chair of Destination Chester, a group of the city’s tourism and hospitality leaders, said: “Wrexham’s growing profile provides a wonderful opportunity for joint marketing projects, not least because of Chester’s proximity and excellent accommodation offer.
“When you then combine that with the history and industrial heritage both sides of the border, the Unesco World Heritage Sites at Jodrell Bank and Pontcysyllte Aquaduct, when we join forces, we have an outstanding visitor offer.
“It was great to see so much enthusiasm in the room and a commitment for closer collaboration in the future to attract more visitors and spend to the region that will benefit our tourism and hospitality businesses, and the people they employ.”
And Joe Bickerton – Destination Manager at Wrexham Council added: “Working more collaboratively with our tourism partners in Cheshire is opening up greater opportunities to support the growing visitor economy of both areas.
“With a quick rail-link, and a 15-minute drive time – feedback suggests that many of our visitors take in both cities on a single trip.
“Therefore, the further we can develop joint marketing campaigns, itineraries, and initiatives to support local hospitality operators in 2025, the more resilient and competitive we’ll become as a regional destination in the UK with something for everyone.”
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