Jersey Destination Plan

The Jersey Destination Plan (JDP) sets out future priorities and activities in a systematic way to grow Jersey’s visitor economy through to 2020. The JDP is a shared statement of intent. It sets out a strategic direction over the next five years to promote tourism to and within Jersey in an innovative, economic and efficient way thus delivering on our vision of a vibrant sustainable tourism industry. The ambition is to welcome 1 million visitors spending £500 million by 2030. 

The volume target of 800,000 is the aggregate of Staying Leisure Visits, Staying Non-Leisure and Day Trippers. The growth rate for each is pretty much the same. The spend target is inclusive of assumed growth in inflation which is set at 2.5% pa.

We posit that government and partners on and off island, can cooperate with Visit Jersey to realise this ambition. Our collective priority is to inspire visitors from overseas to choose, visit and explore Jersey and maximise commercial and public returns from our investments. We will consistently deliver against set KPIs. 

Visit Jersey priorities

  • Inspire visitors from overseas to visit and explore Jersey
  • Maximise public investment through partner engagement
  • Advise government and the industry on tourism issues, particularly those affecting our competitiveness and productivity 

The Jersey Destination Plan

WHY is tourism important to JERSEY?