CHESTER'S Charisma card brand could be extended to help boost the city's £320m tourism market.

The concept has already attracted 'considerable interest' from councils across Cheshire, according to city council deputy leader Cllr John Price (Lab, Blacon Hall).

Proposals to introduce a Charisma visitor card were agreed by the city's cabinet, although councillors were told it will only become a reality if external funding is made available.

The launch of the scheme would be based on a 'Love Chester, Love Charisma' campaign.

Visitors would be charged for the card which would be sold through the tourist information centre at the town hall and at Chester Visitor Centre.

The possibility of selling the card through hotels and attractions would also be explored.

The scheme would include key tourism outlets across Warrington and Cheshire, according to a report to the cabinet.

It describes the Charisma brand as 'excellent' and believes the loyalty card 'will inject excitement into the tourism market'.

It is hoped the card would encourage people to visit more often and to increase their spending.

It would also raise the profile of tourism in Chester.

The report describes tourism as 'crucial to Chester', attracting six million staying and day visitors a year.

Nearly one third of all jobs in the city are provided directly or indirectly by tourism with staying visitors enjoying the city for an average of three to four nights.

Almost three quarters of visitors are British with the remainder from over-seas destinations, the most important of which are the USA, followed by Europe.

More than 40% of British visitors are from the North West and Wales.

Some 60% arrive by private car, more than 25% by bus or coach and about 10% by train.

Chester's main appeal is said to be its historic city centre with its medieval black and white architecture and quality shopping.

The top three attractions are the Rows and the Cross, the Walls and the cathedral.

Cllr Jim Latham (Lib Dem, Boughton Heath) told the cabinet he was pleased that most of the growth in Chester's tourism had involved staying visitors but emphasised: 'We would like to see them stay longer.'

He hoped it would be possible to extend Chester's tourist season and suggested: 'It would be valuable to extend the day as well so there is more happening in the evening.'

Council leader Cllr David Evans (Lib Dem, Upton Grange) agreed efforts should be made to enhance what was happening in the city during the early evening.

Cllr Price described marketing proposals for the tourism card as 'really great' and commented: 'This is an excellent project. Hopefully it will succeed.

'The moribund Chester Card has been developed into a very good product.'

It is hoped that in the longer term the card could use smart card technology to increase its potential.

The existing Charisma card is already used by more than 25,000 residents.