European Travel Delegation experience Chester’s famous welcome

Chester has underlined its global reputation as one of the most welcoming cities on the planet by hosting a multi-national delegation of European travel operators — part of a drive to boost overseas visitor numbers in partnership with VisitEngland / VisitBritain.

On Saturday (September 27), six Dutch and three Belgian representatives from leading travel operators toured the city, followed by ten senior delegates from Austria’s largest travel company, Reufa Reisen, on Wednesday (October 1). Their packed itineraries included some of Chester’s most celebrated attractions: the Grosvenor Museum, Roman Gardens, Chester Market, Storyhouse, Chester Cathedral and Chester Zoo.

The visits gave the operators a first-hand experience of the region’s world-class visitor offer, which already attracts more than 56 million visits each year and supports a £3.9 billion visitor economy, employing 38,000 people. The initiative was delivered by Marketing Cheshire, commissioned by VisitEngland / VisitBritain, and included promotion of attractions and destinations across the whole of Cheshire and Warrington.

The visit aligned with the expansion of Eurostar services from Amsterdam to London St Pancras. By December, Eurostar will increase to five daily trains each way, opening up faster and easier connections from mainland Europe and creating significant opportunities for inbound tourism to the North West.

Jamie Christon, Chair of Marketing Cheshire and CEO of Chester Zoo, said:

“These visits are testament to the international appeal of Cheshire and Warrington’s unique and diverse visitor economy. From Roman history to world-famous zoos, stunning stately homes to cutting-edge science at Jodrell Bank, our attractions are truly world class.

“We are proud that Chester has been named one of the Most Welcoming Cities on Earth by Booking.com this year — and it’s great that we are attracting more overseas delegations to experience the passion and hospitality of the people who make our city and region so special.

“We are delighted that Austrian, Belgian and Dutch travel operators have now seen it all for themselves, and we look forward to welcoming more visitors from across Europe thanks to the expanded Eurostar routes. Working with Visit England we are also planning more visits from delegations of Chinese and Australian tour operators in early 2026.”

The delegates’ feedback was described as “hugely positive,” with many commenting on the warmth of the welcome they received.

VisitBritain/VisitEngland CEO Patricia Yates said: 

“Building product and destination knowledge broadens travel itineraries, so visitors can explore more, and we are very pleased to support the Cheshire Local Visitor Economy Partnership (LVEP) position this wonderful destination centre stage, shining the spotlight on the fantastic products and experiences on offer across the region making sure those are sold internationally, boosting the economy.” 

The visits also highlighted the region’s exciting future tourism developments, including:

- Lapland UK launching at Capesthorne Hall in 2025, bringing its premium Christmas experience to the North for the first time and creating 1,200 seasonal jobs.

- Chester Zoo’s new Heart of Africa and The Reserve developments, which will further enhance its global standing as one of the world’s most important conservation attractions.

From the thrills of Gulliver’s World, the wonders of Tatton Park, and the creativity of Macclesfield’s Treacle Market, to the internationally recognised Jodrell Bank UNESCO World Heritage Site, the Cheshire and Warrington region offers a visitor experience like no other.

These high-profile visits are a key part of Marketing Cheshire’s commitment to working VisitBritain / VisitEngland to grow overseas tourism, ensuring more international visitors discover why Chester and Cheshire are among the most welcoming and unforgettable places to visit.