Jersey’s visitor numbers and spend grow in 2018

Visit Jersey is pleased to publish provisional 2018 visitor economy results. 

There were an estimated 725,417 visits to Jersey during 2018, a 3% increase on 2017 

  • Visitor spend was £268,300,00 up 10%
  • Visits lasting at least 1 night were 617,665 up 2%
  • Day trip visits were 107,752 up 7%
  • Total visitor nights were 2,719,292 down 5%
  • Spend per night was £99, up 16%
  • Spend per visit was £370, up 7%
  • The number of visitors is the best since 2008
  • Visitor spend is the best since 2011 in real terms
  • There were 414,679 visits to the island for a Holiday that lasted at least one night, a slight 1% reduction on the year before
  • The overall number of Business visits was broadly flat at around 76,779
  • There was a 5% jump in the number of visits to friends and relatives to 105,344
  • Two-thirds of all visits to Jersey in 2018 were for a Holiday, 11% were for Business, 15% to visit friends or relatives and the remainder for other reasons such as study, school-trip or to watch or play sport
  • Two-thirds of all visits in 2018 were by scheduled air, but the volumes using air fell 3% in contrast to a 5% annual increase in the numbers using scheduled ferry services to reach the island
  • It was a strong year for the cruise market with a one-third increase, but to put this in context it represents just 0.6% of all visits
  • Among Holiday visitors Jersey achieved a Net Promoter Score (a measure of consumer sentiment) of 55, up from 47 in 2017
  • 23% of overnight Holiday visits took place in the first and fourth quarter of 2018, an increase from 22% in 2017
  • When asked to rate different aspects of their Jersey experience on a scale from 1 = Very Poor to 5 = Excellent, the 2018 results reveal a score for Accommodation of 4.4, for Restaurants, Cafes and Bars of 4.3, Shops/Retail 4.0, Attractions, 4.3, Beaches/Countryside 4.7, Cleanliness 4.6, Safety/Security 4.7 and Value for Money 3.8

Senator Lyndon Farnham, Deputy Chief Minister, Minister for Economic Development, Tourism, Sport and Culture said,

"I am pleased to see the continued progress being made by Visit Jersey and their partners. This set of results is a reminder of just how important our visitor economy is to Jersey - £268 million was spent here by visitors in 2018. Since the establishment of Visit Jersey in the Spring of 2015 we have seen continued growth in visitor numbers and spend as well as new events and more people visiting outside the core summer months. Notwithstanding these achievements there is still much work to do to continue to build the sector in the years ahead. I will continue to champion tourism on behalf of all islanders and thank our public and private stakeholders for the hard work they put into helping the world fall in love with Jersey."

Keith Beecham, CEO of Visit Jersey said, 

“The year was characterised by a very weak period from February through to May, modest year-on-year growth during most of the peak summer months and a strong final quarter to deliver growth in both the number of visitors and their spend on-island. Times might be uncertain but Visit Jersey, Jersey tourism businesses and partners are working hard to ensure we continue to progress in 2019 and move towards our 2030 ambitions.”

The pdf download below summarises a number of the key metrics for the month of December, the final quarter of the year and the full-year 2018.

Exit Survey - December