More People are Choosing Jersey as a Holiday Destination

Publish date: 19 Jul 2017

Jersey welcomed almost 356,000 people for a holiday to our amazing Island during 2016.

This was the third year of growth and the best for 5 years and beat our 2016 target of 352,000 staying holiday visitors, a growth of 2.6%.

Total visitors (which includes day trips, visiting friends and relatives, and business travellers) were 692,000, 3.6% below 2015. This was just over 5% below the 733,000 target for total visitors. Staying business and non-leisure day visitors were down by 21,000 (17%) and leisure day trippers by 3,000 (3%).

Staying holiday visitors from the UK increased 7% and Germany 6%, whilst those from France declined 6% and from Guernsey declined 22%.  We are pleased that partners who participated in our 2016 marketing efforts are all joining forces with Visit Jersey again this year to ensure the UK and German holiday visitor numbers continue this upward trend. In France, we are working with Condor on a new campaign to increase both day trips and staying leisure visitors.

More first time holiday makers are coming. We are encouraged that a little over half, 53%, of those visiting for Holiday/Leisure said that this was their first visit to Jersey. Historically, slightly less than 50% of Holiday/Leisure visitors were first time visitors.

We asked visitors how they rate different aspects of their Jersey experience. During the second half of 2016 (the survey began from July 2016), departing visitors gave Jersey a Net Promoter Score of 67, indicating high levels of advocacy. This is an impressive score; destinations typically rate around the 50 mark.

Keith Beecham said “2016 was the first full year of Visit Jersey’s existence. It was a year of considerable change and some challenges. Key indicators for 2017 and the longer term remain good. January saw a 4.3% increase in air arrivals (includes visitors and returning residents). Forward hotel bookings for April (Easter period) are looking strong and May is ahead of this stage last year. In addition to favourable external factors, our new, partner-driven marketing continues to deliver opportunities for industry partners to work with Visit Jersey to support our objective of sustainable growth and productivity improvement for this vital sector of Jersey’s economy.”

DOWNLOAD PRESS RELEASE

 

Notes to Editors:

From July 2016, we switched from a “visitor registration card survey” method of collecting visitor data to an “exit survey”. This report is comprised of these two sets of data. Future reports will be based on the exit survey, which will provide a fuller description of our visitors.

 

Visitor Profile

July to December 2016 Exit Survey

Visitors were asked how they rate different aspects of their experience. Jersey is rated as ‘Excellent’ for its ‘Safety and Security’ by 88% of respondents, with 81% rating Jersey ‘Excellent’ for ‘Cleanliness’, 79% for its ‘Beaches and Countryside’ and 71% for ‘Jersey in general’.

Cumulatively, during the second half of 2016, departing visitors gave Jersey a Net Promoter Score of 67; this is impressive. Destinations typically rate around the 50 mark.

 

Ratings (of those expressing an opinion)

Whether making a first visit to Jersey

Journey purpose mix of visits

For the full year staying holiday visitors from the UK increased 7% and Germany 6%, whilst those from France declined 6% and from Guernsey declined 22%.

Across all journey purposes, during the final six months of the year, the markets generating the largest volume of visits to Jersey were the UK, France, Germany and Guernsey.

Latest news

06 Oct 2025

The Atlantic Hotel retains its prestigious AA Four Red Star Inspector’s Choice Status

The Atlantic Hotel has once again been awarded a highly coveted AA Four Red Star Inspector’s Choice classification, achieving an impressive 90% quality score. This accolade places the hotel among the very best in the British Isles, with only 152 AA Red Star hotels nationwide recognised for delivering an exceptional standard of hospitality.
02 Oct 2025

Black Butter Making with the National Trust for Jersey

The National Trust for Jersey will once again be making ‘Black Butter’ at The Elms, La Chève Rue, St. Mary with cider apples from its orchards this week, kindly sponsored by Apex Group Jersey.
02 Oct 2025

de Gruchy colleagues walk a marathon in store to support Freeda

Colleagues at de Gruchy department store will take on a unique challenge this October, swapping till points for treadmills to collectively walk the full 26.2 miles of a marathon inside the St Helier store.
01 Oct 2025

DFDS publishes full 2026 sailing schedule with 15% Early Booking Offer

DFDS today announced its full 2026 sailing schedule, with bookings now open through to 31 December 2026 at dfds.com and via the contact centre.
22 Sep 2025

Jersey Pearl Boutique Supports ABC Jersey for Breast Cancer Awareness Month

This year marks the 40th anniversary of Jersey Pearl, and the island business is celebrating not only its own milestone but also its commitment to supporting local causes.
18 Sep 2025

Your Guide to Supertri League Jersey

This week, Supertri returns to the island for a day full of world-class racing, community events and family-friendly activities at the Waterfront.
01 Sep 2025

Olympic medallists confirmed for Supertri League Jersey

Supertri is delighted to announce that Olympic triathletes Jonathan Brownlee, Georgia Taylor Brown and Cassandre Beaugrand will be competing in Jersey this year.
01 Sep 2025

Pamela Lee sails into Jersey with DFDS partnership

Irish solo sailor Pamela Lee will sail into Jersey this week [5 September] aboard her EmpowHer Class 40, marking the start of a new partnership with DFDS as she trains for the prestigious Route du Rhum race in 2026.
01 Sep 2025

Stunning images unveiled as Wildlife Photographer of the Year arrives at Jersey Zoo

The world-renowned exhibition, now in its sixtieth year and on loan from the Natural History Museum in London, will open at Jersey Zoo on 30 August, featuring exceptional images that capture fascinating animal behaviour, spectacular species and the breathtaking diversity of the natural world.
14 Aug 2025

UBS announced as official partner for Supertri League Jersey

Supertri is proud to announce UBS Global Wealth Management as an official partner for the Supertri League event taking place in Jersey on Sunday 21 September 2025.
06 Aug 2025

Two-month countdown to special 20th anniversary Standard Chartered Jersey Marathon

With less than two months until the Standard Chartered Jersey Marathon 2025 takes place on 5 October, a number of enhancements and additions have been announced to mark the event’s 20th anniversary.
29 Jul 2025

Adrian Edmondson and Lesley Sharp join cast for second series of Bergerac for U and U&DRAMA

UKTV today announces that Adrian Edmondson (Rain Dogs, A Spy Among Friends) and Lesley Sharp (Red Eye, Before We Die) will be joining Damien Molony in the re-imagined series of Bergerac.