The Rural and Market Towns area represents approximately 85% of the total land area of the Borough. In excess of 40% of the Borough’s population lives in the rural area. It is important to recognise that the rural area covered by this Strategy extends beyond the countryside and smaller villages. It includes the larger villages and market towns of Malpas, Tarporley, Frodsham and Neston.

Its attractive natural and built environment, heritage and cultural infrastructure are a key part of the Borough and significantly improve its quality of life offer. Cheshire West and Chester Council recognise that the rural area plays a key role in the character and economy of the county. The rural areas of Cheshire West & Chester suffer from many of the same issues as other rural areas across England, including poor access to services, limited public transport, an ageing population and a critical lack of affordable housing. Despite the challenges affecting it, including the rural area is an important asset.