Summary – Q1 2026
Total visitor spend in Jersey reached £21.2 million in Q1 2026, -3% in nominal terms compared with Q1 2025.
The decrease was due to slight dips in total visitors (-2% in Q1) and average spend per visitor night (£108, -2%) .
Jersey’s Net Promoter Score (NPS) for Q1 2026 was 73 (50+ is considered excellent), down from 77 in Q1 2025. 76% of leisure visitors rated their likelihood to recommend Jersey as 9 or 10 out of 10, down from 80% in Q1 2025.
39% of visitors in Q1 2026 were visiting Jersey for the first time, down from 44% in Q1 2025.
Headline Stats – Q1 2026
-3% vs Q1 '25
-3% vs Q1 '25
-2% vs Q1 '25
-4 vs Q1 '25
Visitor Spend
Source: Visitor Experience Survey, Visit Jersey and Tourism South East.
Total visitor spend in Jersey reached £21.2 million in Q1 2026, -3% vs the same quarter in 2025.
Air visitors spent £19.0 million in Q1 2026, -1% vs the same quarter last year. Sea visitor spend was £2.0 million in Q1 ,-25% driven by a fall in passengers (-26%), due to weather disruptions.
UK visitors were the largest source of spend, accounting for £17.8 million in Q1 2026, -1% vs Q1 2025.
Spend by visit mode
| Q1 2026 | Vs previous year | |
|---|---|---|
| Air | £19.0m | -1% |
| Sea | £1.9m | -26% |
Source: Visitor Experience Survey, Visit Jersey and Tourism South East.
Spend by country of residence
| Q1 2026 | Vs previous year | |
|---|---|---|
| UK | £17.8m | -1% |
Source: Visitor Experience Survey, Visit Jersey and Tourism South East.
Breakdowns with a sample size of fewer than 100 respondents have been removed.
Average Visitor Spend
Source: Visitor Experience Survey, Visit Jersey and Tourism South East.
Average spend per overnight visit in Q1 2026 was £395, -3% vs Q1 2025.
Spending per visitor night, a measure of daily expenditure for staying visitors, was £108 in Q1 2026, -2% vs 2025.
Net Promoter Score
Source: Visitor Experience Survey, Visit Jersey and Tourism South East.
Jersey’s Net Promoter Score (NPS) among leisure visitors reached 73 in Q1 2026, a decrease of 4 from Q1 2025.
In Q1 2026, 76% of leisure visitors rated their likelihood to recommend Jersey as 9 or 10 out of 10, a decrease from 80% in Q1 2025.
NPS is calculated by subtracting the proportion of detractors (those scoring 6 or below) from the proportion of promoters (those scoring 9 or 10), based on how likely visitors say they are to recommend Jersey on a scale of 0 to 10. Scores range from -100 to 100. It is calculated from leisure visitors only.
First Time Visit
Source: Visitor Experience Survey, Visit Jersey and Tourism South East.
39% of visitors in Q1 2026 were visiting Jersey for the first time, down from 44% in Q1 2025.
Visitor counts reflect group size (e.g. a respondent travelling with 4 people counts as 4). No additional weighting has been applied.
Downloadable Data & Dashboard
Full visitor characteristic data including age, country of residence, and travel party type are available in the downloadable spreadsheet.
About the Visitor Experience Survey
The Visitor Experience Survey is conducted quarterly by Tourism South East on behalf of Visit Jersey. Interviews are carried out with departing visitors at Jersey Airport and Elizabeth Harbour. The survey collects data on visitor spend, purpose of visit, satisfaction ratings, and likelihood to recommend Jersey. Net Promoter Score is based on leisure visitors only.
Results are estimates based on a representative sample and are subject to revision as more data becomes available. Figures are rounded to reflect the inherent uncertainty in sample-based estimates.
Previous Releases
Explore previous quarterly reports to see how visitor experience in Jersey has changed over time.
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