Jersey Product Audit

During 2017 Visit Jersey undertook a substantial project to help in the development of a Product Strategy with research being undertaken by an independent expert agency. Colliers International conducted an audit of the tourism products and services available in Jersey and how these relate to what is to be found in other, selected, geographies within the British Isles. This project also included interviews with a small number of individuals from across Jersey’s visitor economy.

product audit

Important findings specific to this study include:

  • The report noted that the limited supply of space for development in Jersey and competing demands for it, especially housing, indicating that ‘it makes sense, as far as possible, to align tourism development with other aspects of island life’ with the goal of ensuring that enhancements that benefit tourism also benefit local people
  • A comparative absence of self-catering accommodation in Jersey means that the island is ‘handicapped in attracting family holidays’
  • The report finds that there are some hotel properties on the island that might perform better were they to be locally managed but part of a recognised brand, with beneficial economies of scale as well as enhanced distribution channels
  • Continuing to promote a strong wellness offer was recommended as was giving an added focus to facilitating road cycling
  • The assessment found the retail offer to be ‘moderate’ and noted that tourism would benefit were a greater number of shops to be able to open on Sundays
  • St Helier would benefit from a quarter where there is a distinctive, independent, retail offer with plenty of places to eat and drink and a vibrant atmosphere
  • Regeneration of Fort Regent was seen as important, and this could lend itself to purposes that would allow the venue to be utilised by both visitors and local residents
  • Efforts to develop a sense of being ‘in Jersey’ rather than in the UK was noted, including through the use of signage
  • The absence of a dedicated conference venue offering state-of-the-art facilities was noted

Jersey Product Audit