Main heading

Please note that there is a non-refundable fee of £86.00 + VAT (£101.05) for the initial assessment so it is in your interests to read the following guidelines carefully before making your application.

Definition of Tourist Amenities | Specific Outlet Information | Attractions Recognised by the English Tourist Board | How to Apply

Definition of Tourist Amenities

Tourism amenities can be divided into two main categories: Attractions and Facilities

• An attraction includes those establishments which are covered by the original tourism definition, i.e. places of interest open to the public offering recreation, education or historical interest. These include theme parks, historic houses, museums and leisure complexes. This category is now extended to include farm centres and craft centres to a greater extent than previous guidance permitted.
  
• A facility covers establishments which provide a service, i.e. accommodation, restaurants, cafes, public houses, and shops, etc. Tourist Board guidance suggests that cinemas, theatres, concert halls and sports venues also come under this heading.

Motorists who follow tourism signs expect a high standard of attraction/facility to be provided at the destination and the following requirements must be complied with to ensure that these standards are maintained. To qualify for brown and white signs, an attraction must:

• Meet the standards of the Citizens Charter of the English Tourist Board.
• Have a minimum opening of 150 days per year, and for at least 4 hours per day. (It may be possible that there are some attractions/facilities which are not open for this period, i.e. regular weekend opening only that could also qualify due to their tourism value).
• Provide an appropriate level of car parking for the expected number of visitors, catering and toilet facilities.
• Be available for use by the public during opening hours without the need for pre-booking or membership.
• Attract visitors from outside the local area.
• Demonstrate that the destination is publicised as a tourism attraction/facility and advertises itself in tourism promotions. (Membership alone of a tourism agency or association will not confer eligibility in this respect. If, however, an attraction/facility fulfils the above criteria in terms of promotion, the appropriate membership will give added assurance).
• Comply with all appropriate statutory requirements such as:
• Accommodation and Inspection Certificate
• Visitors Charter
• Liquor Licenses
• Registration under Food Safety Act 1990
• Environmental Health Issues
• Planning Permissions
• Public Health Act 1936
• Caravan Sites and Control Development Act 1960

Each type of attraction/facility is now considered individually and in addition to the above, the following standards will be applied to ensure that the individual types of destination meet minimum quality thresholds. You may find VisitBritain - UK Industry of interest for further information.

Specific Outlet Information

Please read the following subject information before filling in the application form:

Accommodation :: Sport and Leisure :: Catering Establishments :: Retail

Attractions Recognised by the English Tourist Board

The destinations eligible for signing under the original rules were those recognised by the English Tourist Board and these will continue to be signed as at present. They include:

• Craft centres
• Museums
• Historical or architectural buildings or sites
• Natural attractions such as forests or country parks
• Tourist information centres
• Camping and caravan sites
• Youth hostels
• Picnic sites
• Leisure complexes
• Leisure drives
• Cycle routes
• Theme parks

Signing will be permitted for any new destinations of these types.

How to Apply

If after reading these guidelines you feel that your establishment may qualify for signing, you should download the Application Form for Tourism Signing and return the completed version, with all supporting literature and appropriate certificates to Highways Service, Traffic and Transportation, Backford Hall, Chester CH1 6EA.

Included with the form should be a non-returnable fee of £101.05(£86.00 + VAT) for the initial assessment. This should be in the form of a cheque made payable to Cheshire County Council. Please note that this price may go up.

It is therefore in your interests to carefully follow the guidelines before making a decision to return the form. If in doubt you should contact Highways Service on 0845 11 333 11 for further information.

All costs associated with the design, provision, erection and future maintenance of tourism signing will be charged to the applicant but as guidance, a typical example of signing to a venue consisting of 2 advance signs and a double-sided sign at the entrance is likely to cost at least £900.00 + 25% administration fee + 20% future maintenance cost = Total Price + VAT. (This is in addition to the £86.00 assessment fee).

The final decision for the provision of any signs will be made by the County Engineer.