To achieve Jersey’s tourism 2030 strategy, Visit Jersey will focus our marketing resources on markets which represent the greatest potential for tourism growth. The UK is the mainstay of the staying leisure market, accounting for roughly three-quarters of both visits and visitor expenditure. The importance of the UK market has diminished a little over the past fifteen years; in 2000 it accounted for 80% of visits and 85% of visitor expenditure.
One-in-ten staying leisure visits is from France, but due to a relatively short trip duration this market represents just 6% of visitor spending. The reverse is true for Germany despite representing only 4% of staying leisure visits, it contributes more than 6% of visitor spending.
Around seven-in-ten visitors to Jersey are from the UK and the island enjoys excellent direct access from numerous airports as well as by sea from both Portsmouth and Poole. The UK market generates visitors for Jersey across the whole year, and offers enormous growth potential over the coming years.
In volume terms France is our second most sizeable market, and thanks to year-round ferry links offers great potential not just during the peak summer months. Key opportunities are to ensure day-visitors go home wanting to return for an overnight stay, and that our island product meets the needs of French visitors.
Germany is a market that is greatly valued by Jersey’s tourism industry thanks to the propensity to typically stay for an entire week and a strong spend per day profile. During the summer months Jersey enjoys direct air access from a number of German cities, and as one of the world’s most valuable outbound source markets for international tourism growing the German market is a key priority
While visitor numbers are comparatively small this remains a valuable market for Jersey thanks to both holiday but also VFR traffic. There are considerable opportunities thanks to scheduled air services operating during the summer months from both Dublin and Cork.
Scandinavia - Sweden, Denmark & Norway
Scandinavians travel abroad extensively and enjoy participating in outdoor activities as well as enjoying the culture and heritage of places that they visit. There is limited direct air links at present, but history suggests that there is good scope to entice higher volumes of high-spending visitors from this part of Europe to the island over the medium term